Language of advertising

THE LAIHUAGE OF
ADVERTISING

a

GRADUATE THESIS

submitted to
The Graduate Division

Howard Q. Bunker

March, 1928

Boston University

The College of Business Administration
Graduate Division

V, /O. cfe THE LANGUAGE OP ADVERTISING

v An Outline

I. Introduction

A. The Story of Arthur Chennery Page 1

B. The Power of Advertising 7

C. The Scope of Advertising 7

II. Advertising a Business Factor

A. Advertising Defined 9

B. The Purpose of Advertising 9

C. What Advertising Has Done 10

D. Some Economic Phases of Advertising 11

III. A Survey of the History of Advertising

A. Early Advertising 16

1. Poster Advertising 16

2. Signboards 17

3. Criers 17

4. Trademarks 19

B. Present Advertising

1. Periodicals

a. Newspapers 19

d. Magazines 20

2, Street Car Advertising 20

3, Direct Advertising 21

4. Advertising Agencies 22

C. Some Early Advertisements 23

IV. Advertising Mediums

A. Space Advertising 26

B. Direct Advertising 26

C. Outdoor Advertising 27

D. Novelty Advertising 28

1. Their Functions

2. Their Forms

V. The Language of Advertising

A. Emphasis Defined 30

B# The Principles of Emphasis 31

1. In the Sentence 31

a. The Simple Sentence 31

b. The Compound Sentence 31

c. The Complex Sentence 31

d. Sentence Variety 31

e. Long vs Short Sentences 32

f. Loose vs Periodic Sentences 32

g. Word Arrangement 32

V. The Language of Advertising (continued)

2. In Word Choice Page 33

a. Saxon English vs Anglicized Latin 33

"b. Concrete vs Abstract V/ords 33

c. The Classification of V/ord s 33

d. The Connotation and Denotation of

V/ord s 34

e . Synonyms 34

f. Isolated Dogmas 34

3. In Phrase and Clause Arrangement 35

a. Antithesis and Balance 35

d. Parallel Structure 35

c. Climax 36

d. Voice 36

4. In the Paragraph 36

a. Position 36

t>. Space 36

c. Repetition 37

C» An Analysis of the nine "Distinguished Individual

Advertisements" Recognized by the Harvard Jury of Award

under the Sdward W. Bok Foundation. 37-42

1. Sentence Structure 38

2. Diction 39

3. Paragraph Formation 41

4. Conclusions Drawn from the Foregoing

Analysis 42

VI. Advertising Predictions

A. The Future of Space Advertising

B, The Future of Direct Advertising

43
44

R5FSRBNCSS

1. Twentieth Century Advertising by George French

2. Advertising, Its Principles, Practice and Technique "by Daniel Starch

3. J. Walter Thompson Bulletin, June 1927 "Advertising and the Cost of

Distribution'ty Henry T. Stanton, V.P., J. Walter Thompson Co.

4. Waste in Advertising vs. Waste in Selling, An address "by Watson H.

Cordon, Advertising Mgr. S.D. Warren Company.

5. J. Walter Thompson Bulletin, June 1927 "Advertising and the Cost of

Distribution" by Henry T. Stanton, V.P., J. Walter Thompson Co.

6. J. .Valter Thompson Bulletin, June 1927 "Advertising and the Cost of

Distribution" by Henry T. Stanton, V.P., J. Valter Thompson Co,

7. J. 'Walter Thompson Bulletin, June 1927, "Some Economic Phases of

Advertising" by Paul Cherington, J. Walter Thompson Co.

8. An Address by Calvin Coolidge given before the American Association

of Advertising Agencies, Washington, Oct. 1927.

9. The Six Sources of Poster Art, Page 21, April 1925, Printers' Ink

Monthly

10. History of Advertising from the Earliest Times by Henry Sampson

11. History of Advertising from the Earliest Times by Henry Sampson

12. History of Advertising from the Earliest Times by Henry Sampson

13. The Evolution of the Trade Hark, Page 36, Aug. 6, 1925, Printers' Ink

..eekly

14. History of Advertising from the Earliest Times by Henry Sampson

15. A History of Advertising, Page 12, Jan. 4, 1923, Printers' Ink ..eekly

REFERENCES (Continued)

16. Effective Direct Advertising by Robert E„ Ramsay

17. Effective Jirect Advertising by Robert E. Ramsay

18. An Abbreviated History of the Advertising Agency's Origin and

Development, Page 25, Oct. 4, 1923, Printers' Ink Weekly

19. Advertising in 1844, Page 20, Sept. 1923, Printers' Ink Eonthly.

20. How They Said It In 1905, Page 85, Feb, 1, 1923, Printers' Ink Weekly.

21. Theories of Style by Cooper

The Philosophyof Style by Herbert Spencer

22. 7/orking Principles of Rhetoric by Genung

23. The Business Letter by Gardner

24. A Still Better Reception, S. D. Warren Company, 1925.

Page A

g g g f A C E

1. A Resume of the Pield under Investigation, with a.
Critical Evaluation of the brk Tone.

Much has been written on advertising and the language of

advertising. To prove this, one has only to glance at a bibliography

on either of these subjects to be completely convinced. Each year

scores of new text books are published on advertising in its various

phases, and each month brings a deluge of articles on "Printed

Salesmanship. 11 Most of this work is complete and thoughtfully

written.

Generally speaking, there is little new to be added to
this great mass of literature, for after all the TDrincinles of good
writing are the same in every field of endeavor.

It is not, then, the purpose of this thesis to attempt to

add soioething nev.' to the language of advertising, but rather to

make a careful survey of advertising; to review briefly its history;

to consider thoughtfully its economics; and finally to analyze

carefully its mechanical structure.

a. Need for the Present Study: Its Significance

and Aims.

Prom the point of view of the general reader, this thesis
may be little more than interesting. Because it is not intended to be
a handbook on advertising writing. Its purpose is to clarify in
the mind of the writer some of the salient facts concerning advertising,
the subject which will be his life's work. The need for the present
study, then, is to help the writer become more efficient in his
daily task. This, too, is its aim. The present study, however,
is not an entirely selfish one, because in some instances, it may
inform the reader of facts with which he has not thus far had contact.

Page B

2. A Detailed Statement of the Method to be Followed
And the Approach to "be Used.

This thesis comMnes library study, field work, and original,
constructive thought. It knits together facts gathered here and there
and works them into a unified whole. The bibliography found at the end
of this thesis gives some indication of the extent of the writer's
study. Although he did not study each textbook thoroughly, they all
came to his attention.

The first section is a consideration of the power of
advertising. The second discusses the economics of advertising.
Next, the thesis reviews briefly the history of advertising, and finally
the study is given over to an anlysis of nine prize winning advertise-
ments under the Edward W. Bok Advertising Award for excellence in the
use of language and illustration. This last section deserves special
comment.

The subject of this paper is "The Language of Advertising"
and yet if one will study far enough he v/ill determine that there
is no language of advertising as such. True, it has some
idiosyncrasies, but so has all writing. Advertising writing is
usually marked by the presence of such distinguishing features as
slogans, trade names, coined words, phonetic spelling, freedom from
punctuation, and elliptical speech.

It is also rare that one finds in advertising the so called
Biblical style, the literary style, the oratorical style or the
poetic style. And yet advertising uses to some extent, and at some time,
practically every literary style ranging from the purest English
to the crudest of foreign dialects, yes, even to slang. Kote
these :

--age C.

"In one generation automotive engineering has revolution-,
ized civilized life. Yet many of the fundamentals of the
science are older than the Christian era."

(Packard Motor Gar Company)

"Meesta Munn, he say to roe, 'Tony, you no can cutta
dessa Kro-flite ball.' It's dessa way. I, Tony Spinella,
cutta de grass on da golfa club. One day, Meesta Munn,
he show me da new golfa ball he call a Kro-flite - - - -"

(Spaulding Sporting Goods Com -any)

"He looked a wow when they first met, but that was out
where the traffic roars.

Indoors, away from the noise, the awful truth begins
to dawn. His velvet line is drowned out - always snifflin.

Poor egg, he has that schoolboy afflic tion - excess
lubrication of the adenoids and flappety tonsils."

(A, Patent Medicine)

"/hat is the language of advertising? We claim there is
none, but granted that this is the case, there must be some
general conclusions which one can drav; regarding advertising writing,
otherwise, it might just as well not be distinguishea from any other

kind of literature. and so there are. The conclusions in this

thesis are going to be based first, upon a careful study of the
principles of eirrphasis, as found in effective writing, and second,
upon an analysis of nine distinct advertisements which have been
recognized for their excellence in technique and substance by the Jury
of Av<ard, at Harvard University, The Graduate School of Business
■Administration.

Just a word about the Harvard Advertising Award ThXn

fund was founded by Edward 7. Bok in 1924. It consists of a series
of annual amrde offered to encourage merit and stimulate improvement
in advertising. The fund is administered by the Graduate School of
Business Administration, George F. Baker Foundation, Harvard University.
Each year the Jury of A'ard is chosen by the Dean of the Harvard
Business School. It consists of men chosen from business and

Page D

academic life who are well qualified to consider the merits of the
many advertisements submitted to them. The Edward '7. Bok Awards
are made under four classifications:

1. For Distinguished Services to Advertising

2. For Advertising Campaigns

3. For Scientific Research in Advertising

4. For Distinguished Individual Advertisements

It is this last classification that we are particularly
interested in. Under it the Jury ordinarily, but not necessarily,
considers the individual advertisements and makes the awards under
the following sub-classifications:

a. For the advertisement most effective in its use
of text as the chief means of delivering its
message.

b. For the advertisement most effective in its use of
pictorial illustration as the chief means of
delivering its message.

c. For the advertisement most effective in its
combination of text and illustration as the means

of delivering its message.

d. For the advertisement most effective in typography.

Advertisements falling under Class 4, Sub-Division a, are the
ones which the writer plans to analyze. Our reason for following
this method of approach is briefly summed up in the next paragraph.

The nine prize winning advertisements under the Bok
Advertising Foundation are the most effective from the point of view
of technique, that have been presented to the Harvard Jury of Award
since 1924. They represent the best advertisements written in the
United States and have been chosen as the result of a scientific
study.

If, then, these advertisements are effective, and if they

seem to have certain characteristics in common, can ;e not safely

assume that those characteristics are essential to effective
advertising writing? Or, by adoptin- these principles, can we not

Page E.

make our own writing more effective? The writer "believes we can.
For this reason, we shall analyze nine advertisements, and from this
analysis shall "build several rules which may serve as a guide to
tetter advertising writing.

Below, is a list of the nine prize winning advertisements, their
authors, the year of their appearance and the names of the companies
above which they appeared.

1924

Advertisement No. 1
Erma Perham Proetz of the Gardner Advertising Company, St. Louis.
To a distinguished individual advertisement of Pet Milk Company, titled,
"Take Baby and Go," deemed most effective in its use of pictorial
illustration in any form among the advertisements of 1924 coming under
the attention of the Jury of Award.

Advertisement No. 2

Mr. L. Hayward Bartlett of Eastman Kodak Company. For a dis-
tinguished individual advertisement of Eastman Kodak Company, titled,
"Keep a Kodak Story of the Children," deemed the advertisement most
effectively accomplishing its purpose in a few words among the advertise-
ments of 1924 coming under the attention of the Jury of Award,

Advertisement No. 3
Metropolitan Life Insurance Company, with recognition to Robert
Lynn Cox, Second Vice President, in charge of advertisement, and to
Hawley Advertising Company, Inc. For a distinguished individual adver-
tisement titled, "100 Years to a Day," deemed most effective in the use
of English among the advertisements of 1924 coming under the attention
of the Jury of Award. In the opinion of the

Page F.

Jury, it possessed the additional value of being one of a series
of advertisements of a similar merit.

1925

Advertisement No. 4

Merle Thorpe of "Nation's Business". For a distinguished
individual advertisement titled "Let Washington Do It," deemed
most effective in its use of text in any form among the advertise-
ments of 1925 coming under the attention of the Jury of Award.
Advertisement No. 5

'"illard D. Humphrey of McKinney, Marsh & Cushing, Inc.,
with recognition to Hay F. Heinrich, the Artist. For a
distinguished individual advertisement of the Daniel Hays Company,
Glover sville, New York, deemed most effective in its use of
pictorial illustration in any form, among the advertisements of
1925, coming under the attention of the Jury of Award.
Advertisement No. 6

Erma Perham Proetz of Gardner Advertising Company,
St. Louis, for a distinguished individual advertisement of Pet Milk,
a product of Pet MilkComuany titled "Cooked in Milk," deemed most
effective in its combination of text and illustration as the means of
delivering its message, among the advertisements of 1925 coming under
the attention of the Jury of Award.

1926.

Advertisement No. 7

A. f« Diller. For a distinguished individual advertisement

of the Manufacturers National Baik of Troy, New York, entitled:

"'They saw Europe on Dimes," deemed most effective in its use of text
in any form among the advertisements of 1926 coming under the

attention of the Jury of Award.

Page 0,

Advertisement No. 8

The Prudential Insurance Company of .America, with
recof2'nition to I. Stanley Turnbull, the Artist. For a
distinguished individual advertisement of the Prudential Insurance
Company of America, entitled: "The Misery of an Old Man is of
Interest to Nobody," deemed most effective in its use of pictorial
illustration in any form among the advertisements of 1926 coming
under the attention of the Jury of Award.

Advertisement No. 9

Federal Advertising Agency, Inc. For a distinguished
individual advertisement of the Canadian Pacific Railway Company,
entitled: "Visit this next-door Normandy! Chateau Frontenac . . .
Bienvenue a Quebec," deemed most effective, in its combination of
text and illustration as the means of delivering its message, among
the advertisements of 1926 coming under the attention of the Jury of
Av.ard.

Having nov: indicated in a general way the nature of the
thesis which follows, we shall proceed at once to the story of
Arthur Chennery.

H I E 0 D U C T I 0 N

A. The Story of Arthur Chennery

B. The Power of Advertising

C. The Scope of Advertising

Page 1.

THE STORY 0? ARTHUR C E E ■ g B g Y

Arthur Chennery was a success. There was no doubt about
it. He owned his own home in Shadowlawn, which the realtor had
told him was one of the finest residential sections of Rotary. He
drove a Chrysler "80", and every summer he and Mrs. Chennery and the
children went to their summer home on the Cape. In fact, only last
winter he had served his first tenn as president of the Rotary City
Club. Those who lived in Rotary knew that this was the highest
honor which it could bestow upon any of its citizens.

Last night he had been called upon to make a speech before
the Better Business Convention, and as he lay in bed that morning
a smile of satisfaction crept over his face as he recalled the
introduction accorded him by the toastmaster. "Mr. Chennery is
one of the foremost citizens of our community. His dynamic personality,
his independent thought, and his constructive criticism have been the
most powerful factors in placing the City of Rotary among the
leading comiaercial centers of our country,"

Independent thought, that was it, no man can get ahead
in business today unless he makes his ov/n decisions, thought
Chennery. And with that, he contemplated the day before him.
Suddenly his mind was unpleasantly jolted from its complacent
meditations by the harsh rattling of "Big Ben," Chennery 's
faithful but rather noisy alarm clock. It was now time for the
efficient business man to commence the day's work. It was 6.30
o'clock,

A bit reluctant to crawl out of bed, Chennery rolled over
and shut off the alarm. "Damn it, why don't they make buttonless

Page 2.

pajamas',' he swore to himself as he absent I dndedly tried to
fasten his Sleep-tite pajama coat without the aid of buttons. You
see, Mrs. Chennery had been so busy attending bridge parties that
reek that she had had no time to exaraine the clothes sent back by
the laundry. Bat Chennery thought nothing of that, she was keeping
up his social standing, and that was all that mattered.

He looked at the clock only to find that ten minutes had
slipped away, and with a quick movement, (Chennery always did things
with precision) he rolled out of bed talcing his Lady Pepperell sheets
and Indian Head blankets with him.

Like all good Hotarians, Chennery read the Saturday Evening
Post every Thursday night. It was a religion with them. In fact,
they read the current magazines much more faithfully than they did
their Bibles. But perhaps this was to be expected in a commercial
center like Rotary. Often they didn't have time to read the
stories in these excellent American national institutions, but they
always faithfully digested the complete advertising sections,
because these pages told them how other Rotarians were living; what
they were wearing; how they were furnishing their homes; what the <
latest mode was; what they should eat to be healthy; and how they
should act to be successful.

Chennery prided himself greatly upon his efficient method of
living. He had studied it out scientifically and knew the reason
for every act. Independent thought, he called it, and as though
realizing his position as a leader in his com amity, he pulled out
the plug on his At water Kent just in time to hear, "This is Station
'TEAT broadcasting the Metropolitan Life Insurance Company health

exercises. Are you ready? lake position for bending, exercise No. 1,

Page 3.

ready, exercise! Down, up, down, up, touch the floor, dora, up."
ind Chennery automatically began to "bend in the middle as best he
could for a rather stiff and somewhat corpulent man of forty.

This was self-discipline, and he enjoyed it immensely. Little did he

i.

recall that some months ago a well written advertisement had
stimulated this idea in the back of his mind.

. Puffing and out of wind, Chennery shut off the radio and
went to the bathroom. It was a beautiful room, just like those
pictured by Crane & Company in their advertisements. In fact,
Chennery had told the architect to confer with Crane before drawing
up the plans. Everything was correct. There was the shower bath,
the built-in fixtures, the immaculate tile flooring, the delicately
tinted walls and every convenience for guest or family.

Stepping under the shower bath, Chennery pulled to the
rubber cue-tains and for some minutes peculiar sounds and a great
amount of noisy splashing issued from the bathroom as Chennery
battled with cold water and Ivory soap.

The next step in the morning's toilet was then systematically
undertaken. Chennery was now feeling good, and with new vigor he
reached for his Prophylactic toothbrush ana began conscientiously
to brush his teeth with a circular motion. 'That was the proper way
to brush teeth and when used in conjunction with Pordhan's tooth paste,
Chennery felt no fear of Pyhorrea or other teeth troubles.

Shaving, however, was a task which Chennery had always
hated until Ltennen brought out a ne shaving cream which, by the
process of dermutation (Chennery wasn't quite sure yet what this
process was) made this bothersome task a pleasure. Now he smiled
cheerfully as lie scraped his face with a new Gillette, and after

Page 4

applying a liberal dose of Aqua Vela, his skin felt cool and
refreshed.

But Chennery wasn't through yet. His hair had become a bit
thin during the past few years and he thought fearfully of the
possibility of having to go thrash life bald-headed.

One day, however, his mind was put at ease when upon going through
his Saturday Evening Post he discovered that Listerine would
cure dandruff as well as halitosis, and now he was a faithful
devotee, of this nationally advertised product.

The i-iorning breakfast was much the same as usual. Chennery
gave his wife a perfunctory kiss upon coming into the kitcr.en
and they sat down together in the breakfast nook.

"Will you have some Kellogg 's Bran on your cereal, dear ?" she

asked.

"Yes, I guess so, "he grunted, and with his eyes half on the
Morning Tribune and half on his cereal, he began to eat. Suddenly
he spoke, "Bid you see that Packard was making a new Straight Eight?"

"Yes," his wife replied, "I was talking with Mrs. Haycor.sber
about her car the other day - - they have a Packard you knor. - -
and I suggested that we might turn in our Chrysler this year for a
new car. "

Chennery mumbled something under his breath about not
knowing what he was going to do, but mentally he made note to
ask Jack Hamilton how he liked his Packard.

That morning, as Chennery was driving to work, his mind was

at peace with all the rorld. The engine in the Chrysler just seemed

to hum as he stepped it up to thirty-five and forty. The singing
of his Kelley-Springfield tires pleased him too. In fact,

Page 5

never "before had he felt quite so prosperous. His thoughts shifted in
quick succession from the "beauty of the morning to the order which
was now pending with the Atlas Company. It involved 535,000 for
electrical fixtures for the Hotel Ffritz-Charlton and although there
had "been keen competition for the contract, Chennery felt sure that
he would "land* it. He pulled a Blackstone from his pocket and lighting
it, smoked as though he thoroughly enjoyed its companionship. Just then
traffic came to a stop and as Chennery looked about him, a flash of
color caught his eye. It was a twenty-four sheet poster advertising the
Packard Straight-Eight. "Leadership", the word hit Chennery right
between the eyes. Man!, he thought, what a beautiful car that is,
and his attention fixed upon the sheer beauty of its racy lines.

"Packard owners, themselves leaders in every field of human
endeavor, know that their cars cannot "but reflect a compliment upon
their taste and judgement." Traffic was moving. The car behind blew
its horn, and Chennery sub-consciously shifted into first and easing
out his clutch, moved along with the tide of motor cars now nearing the
city,

"Packard owners, themselves leaders in every field of human

endeavor " the words stuck in Chennery* s mind. He couldn't forget

them. "Leadership," why that was the subject of his talk before the
convention last night. Perhaps Packard was right. He had always felt
that hi 8 social position required a better car than a Chrysler —
now he felt sure of it. The next week a Packard StraightrEight ,
monogramed "A.C." stood before the Chennery home in Shadowlawn.

The mail was heavy that morning, and li:30 o*clock found Chennery
still dictating to the Ediphone. The constant drone of his voice was
interrupted only by the frequent instructions given to the operator.
Then his voice would rise and from the inner office could be heard:

i

Page 6

"Operator, take a letter to Mr, Reed of the Atlas Company, with a
carbon for Mr. Baker of the Hotel Fritz-Charlton, Dei^r Mr, Heed,"
and with that his voice would again lapse into a low, monotonous tone
punctuated only now and then by such expressions as, "Paragraph",
"Period," "Comma" or similar cautioning instructions dictated for the
benefit of the operator,

Chennery prided himself greatly upon his letter-writing ability.
He was always striving for the unusual effect. His sentences were
short, terse and pithy. Then again his thoughts would amble along in a cordial
and friendly fashion, depending upon the person addressed. From his
constant reading of many advertisements and business publications,
Chennery had mastered the Ten Commandments of Business Writing,

That afternoon Chennery sat liesurely back in his swivel chair
and examined the third-class matter which had come tohis desk. He
gave it careful attention. It was his contact with the leading
companies throughout the country and in this literature he always
sought for new ideas, for new prospects, for improved methods. In
fact, for anything that would make Arthur Chennery a more successful
business man.

One by one he examined the printed pieces pausing longer on some
than on others, but each left its impression upon his mind and at the
end of his task he had made a careful division of the material which
had interested him and that which hadnot. The first group he laid to
one side for further reading, the second, he threw into the waste
basket.

Chennery stayed at home that night, much to the delight of
Mrs. Chennery, and together they sat in the living room, reading and

I 49 ar •uit<:x,H

Page 7

talking. The hands of the clock read two minutes of nine. Noticing
the hour, Chennery turned on the Radio to await the time signal. V/atch
in hand, he listened for the sound of the gong. It struck. Then
followed a familiar voice, "This is Station MBB "broadcasting. Fe have
just given the correct time by the Hamilton watch. Please stand "by."
Content that he was running with "Railroad Accuracy," Chennery shut
off the Radio and was soon lost again in his evening paper.
B. The Power of Advertising

Having read thus far, the reader prohahly wonders what place
this narrative has in a thesis on advertising. But if he has read
the story even casually, he will recognize in it a narrative of
the power of advertising. The story of Arthur Chennery is written
with apologies to Sinclair Lewis, the author of "Babbitt". It is
simply an exaggerated account of one day's happenings in the life of
an average American.

From the time Chennery • s"Big Ben" aroused him from his revery,
until he checked his watch "by the Hamilton Time Signal, he was
acting unconsciously upon the suggestion of advertising. Chennery
prided himself on "being an individualist. He thought he acted
independently, but our story shows th%t the reverse was true.
Everything he did and everything he said could be traced either directly
or indirectly to some form of advertising.

Chennery slept in nationally advertised pajamas. His bed
boasted of Lady Pepperell Sheets and Indian Head Blankets. He read
the space advertisements in the Saturday livening Post faithfully.
Every morning his radio, an Atwater-Kent , brought him setting-up
exercises, a program supported very appropriately by the 1'etroplitan
Life Insurance Company of New York. Chennery1 s morning toilet, too,
was the acme of correctness according to modern advertising.

Page 8

3ven Fackard's, "Ask the Man '.Yho Owns One," was not entirely-
unheeded. Nor could Chennery drive to work without having his
desire for a Packard strengthened by a colorful twenty-four sheet
poster. Direct Advertising, also, was a regular part of
Chennery1 s daily routine, and from it he gained many of his
"original" thoughts.

From this "brief explanation, the reader can now readily
see why we opened our thesis with the story of Arthur Chennery.

* There are 31,403,370 Arthur Chenneries in the United States

# and 29,483,150 Mrs. Chenneries. Each one of them is influenced

by some form of advertising. And it was the purpose of this story
to dramatize the power of advertising and show how it effects
the American Public.

It attempts to show how they are constantly surrounded by
advertising and how they are continuously acting upon its
suggestion, although like Chennery, they may not realize it.
Advertising is on every hand, magazines ana newspapers carry pages
of it, the Radio programs are sponsored by it, poster displays meet us
at every corner and electric signs blink out their messages every
night .

C. The Scope of Advertising

Advertising is an economic factor in business today and when the
average person stops to consider its growth and present scope he is
amazed, A man of fifty has seen newspapers grow from four and eight
pages to thirty-two, forty-eight and sixty-three pages and on
Sundays, from one hundred to two hundred pages. He has seen magazines
increase in size fror, sixteen and twentj-four pages to one hundred or

two hundred pages, or even more, all because of advertising. He has

* Male population of the United states,
f Female population of the United states.

Page 8 A

seen his mail increase. He has marvelled at such electrical
displays as the .Urigley sign in L'ew York City ouilt at a cost of
'100,000. And when he learns that more than a "billion dollars
is spent annually on advertising, he realizes more than ever
that a new element has taken its place in the business world,

A consideration of such a definite form of "business activity
naturally involves such questions as: What is advertising? How
is it defined? What is its purpose? What has it done? What are its
economic aspects? etc. Therefore, we shall try to answer each one
these questions in turn.

II Advertising a Business Factor
A Advertising Defined
B The Purpose of Advertising
C What Advertising has Bone
B Some Economic Phases of Advertising

Page 9

A. Advertising Defined

The word "Advertising" is derived from the Latin word "Advertere"
meaning, '♦to turn toward" or "turn attention to" • Thus, we have one
conception of advertising, it heing"the act of making known". This is
the first conception of advertising.

The second is that advertising should sell as well as make known.
And here we have what is probably a more accurate definition of advertising,
because unless it plays a part in the actual selling process, advertising
can serve no real purpose. It must in some way help to sell, either by
reducing sales resistance, that is, developing readiness to accept a
* product , or by actually creating a desire or demand for it.

Another definition of advertising is the giving of news about the
things we desire to sell. While this is true, it is not the whole
definition of advertising because it does not include the element of
persuasion which must accompany the news in order to complete the
selling process. The steps of the selling process go from zero knowledge
of, and desire for the product, (news in advertising) to the actual
purchase and possession of it. (persuasion in advertising.)

B» The Purpose of Advertising

Closely allied to the definition of advertising is the purpose of

advertising. What is it supposed to accomplish? We have just stated

that advertising should be designed to sell. But if it sold only those

things which people actually needed, the necessities of life, advertising

would hold no such important place in business today as it now commands.

Advertising should do more than sell the necessities of life, it should

make people covet today that which yesterday they did not want, and yet

not to want anything that will not in some substantial degree contribute
to their happiness or tneir well-being. This is the danger line in

* Ref. No. 1
| Ref. No. 2

Page 10

advertising and unless the advertiser resolves to protect the buyer
"by truthfulness of statement and honesty of appeal, he will fail.
Calvin Coolidge said, "There can he no permanent "basis for advertising
except a representation of exact fact." And in these words he warns
against the danger of misusing advertising.

Advertising tries to interpret the ideas of the other man,
it argues with him, it enlightens him, it moves him and herein lies the
difference between advertising and other forms of literature. Since
time "began, man has "been writing "by some means or other. He has drawn
on the walls of his caves, he has scratched messages on stone, he has
stamped history on bricks of clay, his deeds of heroism he has cut on
monuments, he has recorded the Scriptures on sheets of papyrus, and
since the time of Gutenberg he has used printing to distribute
intelligence about the doings of the world. But in most literature you
do not find the written word trying to explicitly inspire definite
and particularized action as you do in advertising. Most applications of
the printed word are passive. They do not require action except through
suggestion and advice. The Bible, like many other classes of literature,
implores, commands, expounds, reasons and advises, but only in
advertising are specific recommendations made and enforced byoffers of
personal benefit.

C. What Advertising Has Done

To even indicate what advertising has accomplished would entail
pages of narration, so we must content ourselves with only three
illustrations of how it has benefited the masses.

Those who are near the half century mark in life's short span
will easily recall the usual Saturday ni^'ht bath, when father and mother,
sister and brother, all by some miraculous process managed to take a

Page 11

bath in a round, wooden tub measuring exactly three feet in diameter by
two feet in depth. How they did it is a mystery that still remains
hidden by the many other wonders of the "Gray Nineties".

Today we bathe daily, if we do not, we are ashamed to mention it.
Why , because we are cleaner than our forefathers? Not at all. It
is because through massed impressions the soap manufacturers and the
plumbing fixture manufacturers have taught us that it is more healthy
to bathe once a day than once a week.

"Have you had your iron today?" asks the Sun Llaid Raisin Company.
"There* s a reason," says Postum. And so on a hundred food product
companies keep reminding the public that we should eat foods for health
as well as for pleasure.

But they are not alone. The dental cream business for some years
has been pointing out the dangers of poor teeth. Squibbs, Porhans, Pebeco,
Pepsodent and others have all been educating the public in the proper
care of their teeth as a safeguard to their health. These illustrations
are sufficient to show how advertising has been, and is accomplishing a
great deal of good in the world through the spreading of knowledge.
D. Some Sconomic Phaser of Advertising.

This brings us to a discussion of the economics of advertising.
For many years advertising has come under bitter criticism from many
persons. Some were informed but more were uninformed. The gist of their
objections was as follows: "In 1925 statistics show that over a billion
dollars were spent on all forms of advertising. This money is not
producing economic goods, therefore, it is an economic waste." They do
not stop to consider that a billion dollars is only 1^% of our entire
annual production of manufactured goods. Neither do they know that on
the average advertising consumes only 3% of the sales price; and that the
percentages distribute themselves as follows:

♦ Ref. No. 3

Page 12.

Many companies spend only l/2% of the sales price of their goods

on advertising,

Still less spend - -
# And still less spend

Less spend

H

tt

it

rt

tt

it

7 - 10%

But assuming that the amount of money spent on advertising was higher,
could we still justify it? The answer is "Yes."

Professor Bishop of Cornell stated that dispite all the advertising
that has "been done on automobile tires, there would he just as many
tires sold as if there had "been no advertising cf them. Since an automobile
must have tires to he operated, and since most automobiles would be
operated somehow, most of us would agree with Professor Bishop. Never-
theless he overlooked one of the great fundamentals upon which the
economic case of advertising rests. In an industry so great as that of
making automobile tires - an industry with volume running into many
hundreds of millions of dollars - production, without advertising, would
have been divided among a multitude of manufacturers. There would have
been no such concentration of tire manufacturing as exists today, and
without such concentration, we could not have achieved the present low
cost of tires. Undoubtedly the diffusion of the total volume of business
among hundreds of manufacturers, instead of among scores, (as is the case
today) would have forced the public to pay more than it now pays for a
tire probably in no way as good.

Concentration of volume in this industry has resulted in great
economies in production, and in equally great progress in perfecting the
tire itself. Advertising has made this concentration possible.

An amusing insight into the criticism directed against advertising is
furnished by this story. During a session of Congress, a statesman arose

# Ref. No. 4

♦ Ref. No. 5

Page 13

and arraigned advertising in the following manner: "Gentlemen, I have
"been investigating this matter of the economics of advertising, and I
find that millions are being spent annually without beneficial results to
the public. Here is a concrete example." he cried, waving aloft a copy
of the Saturday Evening Post. "Gentlemen, they tell me a page in this
publication costs C5,000.00. Why, that's a hundred dollars a week,"
and with that forceful argument he sat down. As a matter of fact, a full

year's showing in the Saturday Evening Post would then have cost $5,000.00
a week or 5260,000.00 a year. But our earnest Congressman entirely
oblivious to that fact thought that he had scored a victory against the
wasteful practices of advertising.

Arthur Brisbane says, '"To call advertising extravagance is
stupid. It is a great economy. It increases business, decreases overhead,

and makes goods cheaper."

But there is another angle from which to approach the economics of

advertising. Fifty or seventy-five years ago, all buying and selling
was done through personal contact. The business motto was, " Cavdtt

Emptor," "Let the buyer beware," because every buyer was presumed to be

just as expert as was the seller.

Take horse trading for example. If the buyer could beat the seller,

more power to him, he was a better trader. Today, however, the consumer
knows nothing about the goods which he must buy. His purchases are so many

and so varied, that he cannot possibly become even a passably good buyer.

More than ever, the consumer has to depend upon someone else who knows

more about the ^oods than he does. Therefore, what can be more useful to

him that honest statements regarding goods which help to make him a more

intelligent purchaser. V/ho can better supply these facts than the one who

knows about the goods, and who will assume the responsibility /or what he

says regarding them?

* Ref. No. 6

page 14.

This is the great economic service of advertising. It establishes
for the consumer a cheap, swift and trustworthy source of useful
suggestions and real knowledge in countless purchases. Advertising enables
him to buy with assurance.

The actual decision to purchase rests entirely with the consumer.
Without his decision there is no willingness to buy, and where the wisdom

of his decisions rest entirely on evidence, necessarily incomplete,
the value of honest advertising is at once evident. It is an economic
gain to the consumer.

Advertising is a device for saving effort and cost in establishing
contacts valuable to the consumer. It helps him to make more intelligent
demands when purchasing. In fact, one of the tests to prove the
economic justification of advertising is simply stated in this question:
n Is it designed to make the final consumer a more competent buyer?"

In concluding this section on the economics of advertising, we should
like to quote directly from President Coolidge's speech given before the
American Association of Advertising Agencies. He said in part:

"Advertising is not an economic waste. Formerly it was an axiom
that competition was the life of trade. Under the methods of the present
day it would seftm to be more appropriate to say that advertising is .the
life of trade. Under its stimulus, the country has gone from old hand-made
methods of production, which were slow and laborious with high unit costs
and low wages, to our present great factory system and its mass production
with the astonishing result of low unit costs and high wages. The
preeminence of America in industry which has constantly brought about a
reduction of costs has come pretty largely through mass production. Uass
production is possible only where there is mass demand. Mass demand has
been created entirely through the development of advertising."

* Ref. No. 7

# Ref. No. 8

Ill A Survey of the History of Advertising

A. Early Advertising

B. Present Advertising

C« Some Early Advertisements

page 16.

A. Early Advertising

Like everything else, advertising has a past. For those who will
study its history, there lie many interesting facts, only a few of which
we can touch upon here. Probably the earliest form of advertising was
that carried "by word of mouth. When Jesus addressed his disciples in the
Sermon on the ..lount, he "bade them go into all the world and preach the
Gospel of God. In reality he was telling them to make Christianity known.
To advertise it, if you will. But long before Christ, people were making
things known to their fellowmen. They were even employing other means
than the spoken word. U'or example, poster art began many centuries before
the Mrth of Christ. It originated with the Orientals. The Japanese and
the Chinese. And today we find the simplicity of the early Japanese prints
and the Chinese stone reliefs incorporated in our modern posters.

Grecian art, too, did not overlook the power of the poster design.
We find that they used figures to decorate their vases which were flat in
color, full of action, and striking to the eye.

In later years, the European races used poster art to design
monumental brasses which may be found even today, in the stone pavements
of the early churches. They are in a sense funeral posters which mark the
resting places of notable men.

In the days of Solomon, public notices were posted for the Children
of Israel so that they might know the utterances of the kings and the
prophets.

In Pompeii, poster advertising was used 2000 years ago. Dr. Vittorio
Spinaz»ola, author of "Pompeii and Ifly New Excavations," writes:

"Every available wall in Pompeii was a billboard devoted to publicity.
Factories and offices all had painted signs - some of them works of art;
while every wall and pillar was used for advertising space."

*Ref. No. 9
#Ref. No. 10

Page 17.

Signs, too, date "back to earliest history. We read of them in Greece
while an old proverb says, "Good wine needs no bush." Bush being the Roman
name for the sign which hung outside of the early taverns.

The Egyptians were probably the first to appreciate the value of
signboards for as well as exposing their goods for sale, they would also
attach to their shops pictures and descriptions of their goods.

Signs took many forms in the European countries, some of them were
developed as a result of heraldry, while others depicted in picture form
the work being done by the advertiser. Almost every person dealing with
the public had a sign of some kind. The taverns, the lawyers, the chemists,
the publishers, the millers, all had their particular sign of distinction.
Some of the more interesting signs appeared as follows:

1. A goat was the sign of a dairy

2. A mule driving a mill was the sign of a baker

3. A boy being switched was the sign of a school

4. Bacchus pressing a bunch of grapes was the sign of a dispenser of
drinks.

5. An anchor and ship was the sign of a ship chandler.

In fact, many of the artificers of Rome had tools over their workshops
and gravestones. Diogenes, the grave digger, had as his emblem a pickaxe
and lamp.

In England, when reading was little known, signs were used extensively.
Such names as "The Red Lion" and"The Green Dragon Tavern" were commonly
found, and it was not unusual to find such wit as this posted over a
wine seller* s door: "Good entertainment for all that passes - horses, mares,
men and asses."

The public crier has long been known in every country. He was found
in Jerusalem. In Greece he was a common sight, while in Rome criers told
the public of private as well as public matters.

During the ages following the fall of the Roman Empire, and the
western migration of the barbarian horde*, darkness and ignorance prevailed
*Ref. No. 11

Page 18

among the European peoples. The ability to read and write was an art
possessed only hy the superior clergy. Illiteracy existed from the king
down. It was then that the Mediaeval Crier came into existance. He shouted
proclamations of peace and war. Notices of the sale of slaves or plunder.
But as wealth increased and competition in business "became keener, he had
more work. In France, the public criers had organized as early as the
Twelfth Century. Louis 711 of France when chartering a town in 1141,
set forth rules concerning the wine criers, a group peculiar to France.
An early account says: "They carried samples of their wine. Whate troops
of them, and they each made passers-by taste their vintage.,, A quaint
story is told of an old woman who hired a wine crier to shout (her lungs
were not strong) "God is righteous, God is merciful, God is good and
excellent." She followed him explaining, "He speaks well." History
records that she was tried, found guilty and burned for vanity.

English criers were a national institution at an early date (1299).
They proclaimed the cause of the condemnation of all criminals, read
proclamations and advertised all kinds of goods. They were the chief organ
by which the mediaeval shopkeeper obtained publicity. In fact, he was
not opposed to"crying"himself , for then the custom of "touting" or
standing in the doorway and calling to those passing by was quite a usual
way of getting attention. The merchant who got the most attention beiig
the one who could out-shout the other, calling "What d'ye lack, sir? What d'ye
lack?"

It was not until printing and reading, however, that posters and
handbills became common in England. In 1679 Jonathan Holder, a London
haberdasher, gave a price list to each person who had spent over one guinea
in his store. His competitors thought it lavish of him to pay for 3uch
useless bills.

* Ref. No. 12

Page 19.

Billstickers were a nuisance in England. Their one object was to
cover over their competitors' advertisements, so each night found a host
of them each trying to he early enough to gain the choice positions, and
yet late enough to hide their competitors' announcements. The following
morning found every availahle wall covered thickly with many unintelligihl
posters. Eventually this advertising chaos was "brought to an end hy the
control of contractors of good standing who took over the work on an
orderly basis.

Another advertising feature which has lasted through the centuries
is the trademark. These signs have been found on the bricks of Babylon
and Egypt. They were used by the potters of Korakon, 4000 years ago.
While the lamp makers of Rome used trademarks as symbols of identification
The modern trademark has evolved from the mediaeval trademarks which were
of two kinds:

1. Owners' marks

2. Producers' marks

In England, the use of the trademark was widespread. It was te ed by
almost every guild, and we find the pewterers, the bakers, the cutlers,
the brewers and the coopers all realizing the value of the trademark as a
tangible asset.

B. Present History

Concurrent with the development of printing, came the developing of
newspaper and magazine advertising. The first English newspaper was
published during the reign of Queen Elizabeth. In 1583, the time of the
Spanish Armada, a series of extra-ordinary gazettes were published. They
were called the "English Mercurie". In 1792 newspaper advertising was a
growing art and a source of profit to the newspapers. But it was not
until 1855 when the heavy duties were abolished, that newspapers

experienced a great increase in circulation.

* Ref. No. 13

# Ref. Nt. 14

Page 20.

The United States has always led the field in newspaper publishing.
Its first journal was the Boston Newsletter published in 1704. Since
that time America has realized the value of the newspaper and newspaper
advertising has taken advantage of it.

In regard to magazine advertising, reasoning from a specific
instance, suffice it to say that in 1902, just a quarter of a century
ago, the April 26 issue of the Saturday Evening Post consisted of twenty-
four pages. It weighed slightly less than four ounces and contained eight
and a quarter pages of advertising inside.

In 1927, twenty five years later, the April issue of the same
magazine contained one hundred and thirty-four pages of advertising out
of a total of two hundred and twenty pages. It weighed over half a pound.
In the 1902 magazine, the largest advertisement was a quarter of a page
in size. Today the largest advertisement is a center, double-spread.

The beginnings of street car advertising are veiled in doubt but
credit for organizing the business goes to William J. Carleton who was
originally a New York street car conductor. Carleton used to tack up
signs while collecting fares. This was in 1875, but history records that
Artemas Ward, then with the Sapolio Company, bought space advertising
above the door in the old stages which preceded the horse car on Broadway.

*n 1832 John Stephenson placed advertisements in the early horse cars.
While in 1850 Lord & Taylor has record of buying space from the same
New York company.

But the growth of street car advertising was slow until electric
cars came into use. The reason for this slow beginning is not hard to
find when one considers the ppor displcy facilities offered by the low-
ceilinged, dingy and ill-lighted horse cars of the nineteenth century.

In 1856 William J. Carleton came to Boston because street car
* Ref. No. 15

Page 21.

advertising was then largely in disrepute in New York City. Through his
efforts car cards were made standard in size throughout the country
and "by the end of the eighties, he had seen clean "business practices
introduced into his field of work, with four thousand cars carrying
advertisements in Boston, Chicago and New York. Today street car
advertising is handled "by several large companies similar to Ward &, Gow,
New York, and the Street Railways Advertising Company of this same city.

Direct advertising is one of the most recent forms of publicity,
its importance dates "back scarcely a quarter of a century, and yet its
lineage can he traced through hundreds of years. About 1000 B.C. an
Egyptian land-owner wrote on a piece of papyrus for the return of a
runaway slave. This, so far as we know, was the first example of direct
advertising. The original was exhumed from the ruins of Thebes and is
now on exhibition in the British Museum in London.

History records too, that messages were imprinted on bricks in the
days of Babylon, and so were sent to prospects. But this method was not
used to any great extent.

We next hear of direct advertising about the time of Christ.
In one of Pliny's books we read with reference to a poet, "He hired a house,
built an oratory, and dispersed prospectuses.

The fact that writing was not a common art in the Mediaeval Ages
probably accounts for the slow development of direct advertising during
that period. However, the invention of the printing press assisted
greatly in making direct advertising more popular, and since the introduction
of moveable type by Gutenberg in 1434, the growth of direct advertising
has been concurrent with the progress of printing.

In 1471, William Caxton, the pioneer printer of England, set up a
press at Westminster Abbey and in 1480 he printed the first English handbill,
the forerunner of our present "dodger." The original is now in the

♦Ref. No. 16

page 22.

Bodleian Library, Oxford, England.

The first American direct advertising, according to the Philadelphia
Public Ledger, was a pamphlet published in 1681 by William Penn. The
front cover read: "Some Account of the Province of Pennsylvania in
America, Lately Granted Under the Great Seal of England to William Penn.
Together With the Privileges and Powers Necessary to the Well-Governing
Thereof. Made Public for the Information of Such as Are or Maybe Disposed
to Transport Themselves or Servants into Those Parts."

Printers* Ink said: "Excepting for its now archaic language, some of
the passages in this pamphlet would seemto be a quotation from a modem
land scheme.

Penn's direct advertising piece appeared in England to stimulate
emmigration to Pennsylvania. It was reprinted immediately in Dutch
at Rotterdam and in German at Amsterdam. But Penn was not content to
let his publicity end even here. Like a good direct advertiser, he
followed up his first piece with seven others issued between 1681
and 1690. In one case he took a small portion of his first pamphlet and
published it in a broadside.

In 1683 Penn issued a map of Philadelphia and survey of the city
by Thomas Holme, In 1687 he was confronted with the problem of offsetting
rumors about "Perm's Woods." He succeeded, hov/ever, by sending out a
pamphlet containing quotations or( testimonials or indorsements) regarding
his province which, as the pamphlet explained, had been written by
"persons of good credit."

One can hardly discuss the history of advertising even in a general

way without mentioning the development of the advertising agency. Ben

Johnson in his story, "Every Man Out of His Humor," introduces an

advertising agent called "Shift". Thus the advertising agency dates back

to the reign of "Good Queen Bess" but the modern agency was unknown
* Ref . no. 17 f Ref. ITo. 18

Page 23

one hundred years ago. The advertising agencies grew out of a group of
brokers who bought and sold space in periodicals merely for speculation,
v.hen their rates became prohibitive, the advertising agency was established.
These companies fixed rates, gave advice and information and finally,
planned campaigns.

During the "Patent Medicine Era" publishers and advertising agencies
had no definite censorship of advertising copy or ethical basis for such
censorship. The attitude of the average publisher toward truth in
advertising paralleled Mark Twain's famous story about promiscuous lying.
He said that he opposed it not because of any moral ground, but because
promiscuous lying tended to discredit all forms of lying.

Mr. U. Wayland Ayer, of the N.W. Ayer Advertising Agency, New York,
writes: "The first advertising agency in the United States was founded in
1840 by Volney B. Palmer in Philadelphia." Mr. Ayer continues that it
was his policy when starting the Ayer Advertising Agency, not to accept
advertising, the phrasing of which was obnoxious to women of refinement,
nor would he accept advertisements of intoxicants, opiates or other
injurious articles. Thus tf. W. Ayer started a crusade against the low
standard of advertising ethics prevalent during the nineteenth century.

Today an advertising agency is a company which creates, develops,
distributes and cares for the advertising of some company other than its own.

C. Some Early Advertisements

Having now completed a broad and rather sketchy survey of the
history of advertising, we may glance for a moment at some interesting
early advertisements.

One old print used to advertise Trail's Patent Sails is now in
possession of the Brown-Robertson Galleries, New York. It shows two
ships in a storm, one sailing before the wind, sails spread, the other
its sails torn to shreds being driven on the rocks. The caption reads:

"This Engraving Represents a Frigate Working Off and Clearing a Lee-Shore

*n«f. fin. 1<T

Fage 24

in a Heavy Gale, Aided By Trail's Patent Sails. Another Ship '.Yith Ordinary-
Sails is Drifting to Leeward on the Rocks, Her Oanvas Split and Blown From
the Bolt Ropes. Dedicated To The Ship Owners and Captains of Great Britain
By Their Obedient Servant , Archibald Trail, Fatentee, 1844." Imagine how
effective this old advertisement must have been as it hung in the various
inns near Pool of London or Southampton influencing captains and ship owners
to buy "Trail's Patent Sails".

Another ammusing incident is offered by the laborious copy-editing
of an advertisement written by one, John Thompson, in the eighteenth
century. The present day copywriter who thinks his own copy unduly
mauled, will appreciate this.

John Thompson composed his advertisement thus:

"John Thompson, Hatter, makes and sells hats for ready money."

Upon submitting it to his friends, he received the following comments:

1. "Hatter" is tautologous because it is followed by "makes hats"
which showed he is a hatter. It was struck out.

2. Friend No. 2 observed that "makes" might well be omitted because
customers would not care who made the hats. If they were good they would buy
them whoever made them.

3. The third friend remarked, "For ready money" is useless. It is
not the custom to sell on credit.

The advertisement now reads: "John Thompson sells hats."

"They wouldn't expect youto give them away", says friend number four..
"'•Vhat's the use of 'Sells'? "

The advertisement now evolves: "John Thompson, hats. "

Finally, Thompson' s fifth good friend points out that a picture of a
hat would be much more effective than the word, "Hats," so out goes"Hats."
Thompson's advertisement now appears with his own 'frame under an illustration

Page 25

of a hat.

About the beinning of this century, we find advertisements performing
a lot of amusing antics. For example, in 1905, one collar company showed
their product in black. The caption read, "The ..hitest Collar 3ver Made."

In 1909 a Winton headline read, "One Thousand Dollars Worth of Folly."
Following the illustration was a great mass of reading matter which, we're
afraid, no public would bother to read today.

This salutation appeared only a short while ago, "To Lovers of Coffee
and Retail Grocers."

And this bit of logic comforted two million readers for a great number
of years, "Isn't it Wonderful to Know That When you Buy Blank's Hosiery
* You Are Absolutely Sure of Getting All the Wear That's In Them?"

Now to return to more serious things.
*Ref. No. 20

Advertising Mediums

A. Space Advertising

B. Direct Advertising

C. Outdoor Advertising

D. Novelty Advertising

Page 26

Before taking up a discussion of the language of
advertising, we should like to pause for a moment on the subject
of advertising mediums. By mediums we mean channels through which
the advertiser's message can he conveyed to the mind of the public.
Roughly speaking, there are four mediums in all, viz:

1. Space Advertising

2. Direct Advertising

3. Outdoor Advertising

4. Novelty Advertising

Under each of these headings, there are a host of
sub-heads which might be called the forms of advertising. Some of
these forms will be listed after we define in a brief way the four
mediums of advertising and indicate their functions.

A. Space Advertising

Space advertising is of two types, newspaper advertising and
magazine advertising. It is used to convey to a large number of
people the salient points regarding an article. It may be used
frequently because of its relatively small cost; it brings good
results.

Newspaper advertising is more flexible than magazine
advertising. Through it you can nationalize and localize at once.
It can be unified and yet varied to meet the needs of specific
communities.

Space advertising, whether newspaper or magazine, tries to
move the reader to action. It usually invites him to make inquiry
about the seller's product. It keeps the public sold, stimulates
reorders and creates demand.

B. Direct Advertising

Direct advertising is the sharp shooter of all advertising.
It is defined as any form of planned advertising reproduced in quantities

page 27

by or for the advertiser, and "by him or under his direction, issued
direct to definite, specific prospects through the channels of the
mails, dealers or canvassers. Direct advertising follows up and
reinforces other mediums of advertising. It usually conveys detailed
information and tries to stimulate immediate "buying.

Direct advertising has several advantages which make it a
valuable medium. It is:

1. Selective

2. Confidential

3. Forceful

4. Feasible

5. Timely

6. Economical

7. Capable of being checked as to effectiveness
Direct advertising is used:

1. To sell directly

2. To supplement other advertising in magazines or
newspapers.

3. To prepare the way for the salesman before he calls.

4# To follow the salesman, presenting further arguments and to keep
his customers interested until the salesman calls again.

5. To drive selected territories and boom business.

6. To meet unexpected conditions.

7. To distribute samples.

C. Outdoor Advertising

Serving an entirely different purpose is out of door advertising,
in which posters, signs, car cards and displays play the most important
part. Each of these forms of out of door advertising keeps the seller's
product before the public. They are noticed hurriedly, but often, and
their short, terse messages make a strong impression upon their readers.

The advantages of outdoor advertising are:

1. Position

2. Size

3. Color

4. Dignity

5. Instantaneous Impression

6. Indelible Impression

7. Circulation

Universal
Flexible

J

)

bug eld

page 28

8. Repetition

9. Permanancy

10. Dealer Attitude of Goodwill

11. Economy

This medium of advertising keeps hammering away at the public.
It will not let them forget the advertiser's message.
D. Novelty Advertising

Novelty advertising ranges all the way from sky-writing to
souvenir gifts. Its only purpose is to "build good-will and to keep the
advertiser's name before his market.

Just to give the reader some idea of the scope of the forms of
advertising, we list "below a rather detailed classification made
according to where these forms will he found:

1. On the Billboard and In The Car

a. Posters

Billboards
Subway Stations
Elevated Stations

b. Car Cards

Regular Size
Odd Size

2. In Retail Stores

a. Window Items
Screens
Cutouts
Cards
Posters
Stickers
Festoons
Price Tickets
Transparencies
Decalcomanias
Trims

b. Inside Store Items
Card 8
Hangers
Shelf Signs
Counter Easels
Counter Containers
Calendars
Danglers
Price Tickets
Cartons
Labels

3. Consumer Items (Distributed By The Advertiser)

Booklets

Catalogs

Folders

Slips

Circulars

Fans

Novelties

Pop-up s

Coupons

Cards

Artplatas

Calendars

Letters

House Organs

Broadsides

Envelope Enclosures

Package Inserts

Blotters

Portfolios

THE LANGUAGE OF ADVEBTISIHG
JL Emphasis Defined

B. The Principle s of Emphasis

1. In The Sentence

2. In ",'ord Choice

3. In Phrase & Clause Arrangement

4. In the Paragraph

C. An Analysis of the Harvard Award Advertisements

D. Conclusions

page 30

TEE LMggAgg 0? ADVERTISING

This much for advertising so far as its physical make-up
is concerned, fe shall now devote the remainder of this thesis
to a discussion of the language of advertising, taking up first,
i study of the principles of good writing and second, an analysis
of the nine advertisements which won the Harvard Advertising
Av.ard. The thesis will close with a few advertising predictions.

When we think of the language of advertising, we automatically
think of words, sentences and paragraphs, for these are the tools
with which the copywriter works. Granted that we have ideas, they
must be expressed, but how is the question. Inasmuch as
the principles of advertising writing are the principles of good
writing, we shall consider them here.

The four fundamentals of all good writing are Unity,
Coherence, Bup] ony and Emphasis. The first of these demands
that there shall be one thought only in a sentence, paragraph
or any single piece of writing. All writing must "be related
to a single subject.

Coherence states that -ords and ideas should be logically
arranged so as to develop thought naturally.

Euphony suggests that all Writing should be harmonious
to the eye ana ear.

The last fundamental, Emphasis, is by far the most
important. ]Tor, if a piece of literature is emphatic it must
be unified; it must be coherent; it must be euphoneous.
I. ftsphasifl Defined

Emphasis re uires that an idea be given force appropriate

to its importance. This force may be obtained in several ways,

by bizarre and unusual meciianical or rhetorical devices, or through

page 21

simple and straight-forward expression. The latter is much
more effective, and for this reason the bulk of this section
v.lll deal rith how to write so that the reader vrill pay attention
to our message.

II. The Principles of Emphasis
A. In the Sentence

1. The Simple Sentence

There are three kinds of sentences;
si pie, compound and complex, \hich of them is
the most emphatic? Undoubtedly the simple sentence,
for it is usually short and direct. It can only
express one idea and so it is easily understood.
The simple sentence is used extensively in advertising.
Note the force of these well known slogans:

"It covers the world"
"It hasn't scratched yet"
"It chases dirt"

2. The Compound Sentence

The ' compound sentence is sometimes referred to
as the dumb-bell sentence because its parts are
of equal weight. This facetious interpretation of the
definition of a compound sentence points to its very
weakness. A compound sentence includes two ideas. To
be sure, they are closely related, but by including
them in one sentence each loses some of its force.
However, a compound sentence may serve to emphasize
two or ^ore thoughts by setcing them off against one
another, or by balancing them. '.Then Caesar said,
"I came, I saw, I conouered," he expressed in a
compound sentence what a simple or complex sentence
would have marred.

3. The Complex Sentence

By using a complex sentence, the writer can
subordinate i.unor ideas grammatically so as to
throw stress upon th . main thought. It also
allov/s a nice fitting together of ideas in varied sentence
patterns. Zhla avoids monotony and makes reading easier.

4. Sentence Variety

The point to bear in mind when writing is to gain
sentence variety. To express it negatively, don't use
long, strin/ry com pound sentences entirely, nor should you
write a great iaany short, choppy, simple sentences.
A judicious use of the simple, compound and complex
sentences combined, jives to any composition the variety
in sentence structure which it needs.

page 32.

5. Long vs. Short Sentences.

To state definitely what is a short
sentence and what is a long one is difficult.
Much depends -upon the subject matter, and uoon
the capacity of the reader. In business
writing, sentences should vary "between twenty
and forty words. Any sentence longer than forty words
should "be used carefully, for it may not carry its
message to the average reader. 3e simple and direct.

A long sentence is not emphatic, it fatigues
the reader's attention and so leaves hirn less power
to grasp the idea expressed. On the other hand,
while good for occasional emphasis and point, the
short sentence is lacking in rythm, and if used too
frequently, it will produce a curtness and abruptness
which violates the principle of euphony.

6. Loose vs. Periodic Sentences.

"We come to our journey's end at last, with
no small difficulty, after much fatigue, through deep
roads and bad weather." The above is an example of
a loose sentence. Re-reading will show that its meaning
is complete before the end. Or to define a loose
sentence, it is one in which a period may be inserted
at one or more places before the end of the sentence.
We naturally speak and write in sentences of loose
construction - therefore, it should be used as the basic
style in business writing.

The periodic sentence is more difficult to
grasp as it withholds the main thought until the end
of the sentence. The former illustration expressed
in a periodic sentence would read:

"At last with no small difficulty, and after
much fatigue, v/e came, through deep roads
and bad weather to our journey's end."

This style, except when writing to a group mentally
advanced, should be used with care, and even then it
should be used only for variety in expression.
The periodic sentence is emphatic because of its
climactic effect. By thus arranging the sentence parts,
the attention is fo cussed upon the end and it is
here that the main thought is expressed.

7. Word Arrangement.

Is there one arrangement of the words in a
sentence more effective than another? The answer is,
"Yes." English custom favors that the adjective
precede the noun, that the adverb follor the verb,
that the subject precede the predicate, etc. If then
this usual order of sentence parts be changed, atten-
tion will at once fall upon the unusual. But in
trying to obtain such emphasis, the reader must not adopt
a style which:

e

I

Page 33.

To state it positively, he should observe the
following rules:

a) '.'/'ords should be so arranged that each
one may be understood without waiting for subsequent ones
b) "'ords should develop thought logically.,
c) V.'ords should be so arranged so as not to
check thought.

There is then an emphatic order of sentence
parts (subject and predicate) namely, inversion.
It places all of the qualifications and limita-
tions on the predicate first; it develops the sentence
in the order of climax. Because it is unusual, it is
emphatic.

In brd Choice

Heruert Spencer in his essay, "The Philosophy of
Style," says, "Language is the vehicle of expression
and whatever causes friction or inertia deducts from
its efficiency." If we consider "language" to be
synonymous with "words" it is evident that whatever
obscures their meaning, lessens their force. To write
effective English, you must choose well your words.

1. Saxon English vs. Anglicized Latin

Spencer points out that Saxon English is
more forceful than Anglicized Latin because it is learned
earlier in life. Because it is organically connected
with the reader, it brings to him rapid association, and
permits ease of understanding. Saxon English is brief,
it is imitative, and has a likeness to the things
symbolized. For these reasons it requires less effort
to call up the ideas expressed, and leaves more atten-
tion for the ideas themselves,

2. Concrete vs. Abstract ords

We think in particulars. This means that
any language which will stir our imagination is
more effective than language which is vague and abstract.
Make your language concrete and it will stimulate your
reader; dull and ineffective words will leave him
unmoved.

3. The Classification of '..'ords

"It is where a word dwells that determines
its class." says Professor Roy Davis of Boston
University. He continues, "They may be classified as
f ollow8:

a) Literary or Upoer Class "'ords

b) Middle Class Words

c) Lower Class Words
d) Hobo or Tramp '.fords

e) Criminal ."ords

We find that in business the Middle Class
words are better known than Upper Class Words - therefore
they are the more powerful and should be used in every-
day writing. "

* Ref. No. 21

Page 34.

There is another classification of words
more common and more widely used than the one given
above. It is:

national - Local

Reputable - Unacceptable
Present - Obsolete

Derived from- this grouping is the rule
that in order to be in good use, a word must be
National, Reputable and Present. The reader may query,
"I know when a word is National and Present, but when is
it Reputable?" A word is reputable when it is
recognized and used by language authorities, that is,
professors of English, good writers, and standard
dictionaries.

Some words are not acceptable because they are
too new, some are too old. In every case when there is
a legitimate i ord in the language one should never use a
doubtful one. However, be careful not to reject terms
that give life to your lang'oage, for if you are too
conservative, your language may be correct, but it
v/ill be inert, it will lack vim.

4. The Connotation and Denotation of ,'ords

Regardless of its ancestral history or present
social status, any -ord is the right word if it
conveys the correct ii.rpression. i'or accuracy in
word choice one must study the Denotation and Connota-
tion of words. The first is the dictionary meaning of
words; the second is the popular meaning. Genung has
said, "To choose the correct word one must get at
its fundamental note, for a vitally chosen word is like
a bell; in addition to its fundamental note it has
overtones which in various ways enrich its meaning.
These tones it takes from its settings and associations."

5. Synonyms

Fine discrimination between word meanings is
obtained by carefully weighing synonyms. They permit
the rigjh.t shade of meaning, or the right degree of
expression. Synonyms, then have an important place in
correct and emphatic writing,

5, Isolated Dogmas

Prom various sources the writer lias gathered
a group of rather dogmatic rules concerning emphasis
and word choice, "rardner has contributed the first ten.

a) Plain and Simple words are more vigorous
than elaborate ones.

b) Specific words are stronger than general

words.

c) Short words are emphatic; long words
are weak.

d) Natural and idiomatic ohrases are more
effective than formal and hackneyed expressions.

e) Descriptive words call up specific images
before the mind. They are concrete. Use them,

*Ref. No. 22 #Ref. No. 23

Page 35.

f) '.7ords or phrases in unusual senses,
or figures of speech, set the reader thinking.

g) Verbs and nouns should he made to carry
the weight of the meaning.

h) Especially valuable is a good verb.

i) Avoid the over-use of the verbs "be" and

"have".

j) Nouns help to develop imagery. They
represent objects or things and so induce images.

k) Adjectives make the nouns vivid and

realistic.

1) Avoid exaggerated language

a) Don't pile on adjectives

b) Use superlatives carefully

c) Avoid "very" expressions

C. In Phrase and Clause Arrangement
1. Antithesis & Balance

One of the uost natural modes of expression
in writing is the principle of contrast, by which
opposite terms or ideas are so placed or employed as to
set off each other. To the contrasting of ideas we give
the name, antithesis; to the contrasting of terms, the
name balance. An example of each follows:
Balance :

"If you would seek to make one rich,
study not to increase his stores, but
to diminish his desires."
Antithesis:

"They were engaged in the noble work of
calling men out of their heathenism,
with its manifold corruptions and superstitions,
into the gospel of purity and love."
These constructions, by the likeness of their
parts, or by the antithesis of their thought, throw into
sharp relief the ideas expressed. Antithesis and
Balance are an aid to clearness and force.

2. Parallel Structure

Parallel Structure requires that elements
of thought which are paired together, or which answer
to each other, should show that relationship by being of
like speech - Part - ship. This is a fundamental rule
which even beginners should heed with care for a sentence,
which is not parallel in structure is weak anc3 ineffective.
Notice hdw the following illustration conforms to the
rule given above.

"He had good reason for believing that
the delay was not accidental but premeditated
and for supposing that the fort, though
strong both by art and nature , i ould be forced
by the treachery of the governor and the
indolence of the general to capitulate within
a week.

Page 36.

3. Climax

Probably the most effective method of
arranging the phrases and clauses in a sentence is the
order of climax. To obtain a climactic effect, the words
of less intense meaning should precede those of more.
Likewise, phrases and clauses should be arranged in the
order of their importance, from lor- to high. This style
should be used only occasionally, for it is an artificial
rather than a natural order of speech, and we should not
violate this order except for well chosen emphasis.

4. Voice

The active voice should be used ill all
writing intended to convey a spirit of movement, or to
stimulate action. As Professor Roy Tavis has pointed out,
"It is much more interesting to read that someone did
something, than that something was done by somebody." This
is very true. Business writing, especially, must be
interestinp and unless it is made so, with good verb action,
it will fall flat.

D In the Paragraph
1. Position

There are three chief devices for bringing
important ideas prominently to the reader's attention: they
are:

a) Giving them important positions

b) Giving them much space

c) Repeating them often

At this p>oint we may call upon Psychology to
aid us. The lavs of primacy, recency, and frequency are
basec. uoon the facts that whatever comes to our attention
first is more impressive tharjthat which comes to our
attention second or third. Also, whatever is stated last,
remains in our memory longer than what has been said
before, finally, we remember longer that which is
repeated.

If this is true then, we should capitalize it
in our writing. We should arrest attention at the
beginning by making a concise stateiiient of the main idea in
the paragraph. The end may be used to summarize what has
gone before. The middle of the paragraph should expand the
main thought, and in it should be placed the less
important :aaterial.

2. Space

Mere size or space may serve to indicate im-
portance; for this reason the attention of the reader raay
be fixec uoon one idea by saying much about it. However,
one must not be led by this fact to fill up space with
unnecessary 1 ords, for conciseness is one of the chief
elements of emphasis.

page 37.

3. Repetition ■
The third method of securing emphasis
is "by repetition, by making a word or phrase echo and reecho.
The words repeated must be rorth repeating. They must be
the keynote of whatever you are trying to emphasize. Usually
this word is either the subject or object of the verb.
Remember, "the constant drop wears out the rock," but re-
petition mustpot be carried to the point of weariness. If it
is, the result is fatal.

C. An Analysis of the Harvard Award Advertisements

Having thus completed a careful discussion of the principles of
effective writing as they are found in a study of emphasis, let us now
turn our attention to the problem of analyzing actual advertisements
that we may see how well our theories work in actual practice.

Our first step in analyzing the nine advertisements under
discussion was to identify each sentence as simple, compound or complex.
We then determined the derivation of two hundred words chosen at random
from the nine advertisements • We classified them as AngloTSaxon,
French, Latin or Miscellaneous,

But this was not enough. It would not give us a basis for
comparison; it would not allow us to draw sound conclusions, therefore,
we decided to ana3yze the sentence and word structure of an essay,
"The Moral Equivalent of War." As in the case of the advertisements, we
studied each sentence in the essay. Then we examined the derivation
of one hundred of its words.

Our third step was to analyze the advertisements objectively
in an effort to note any outstanding characteristics which might
distinguish them from any other kind of writing. This analysis follows.

Uake Jiaby and Qo-

i

rH ETHER you go by trail or train,
the bottles packed in the bags will
be ready for every feeding of the day.

In camp or cottage — in the mountains,
the woods or at the seashore — Pet Milk
will be at hand for baby — the same safe,
wholesome food he has at home.

You will prepare the feedings for the
whole day, knowing that the last bottle
will be as fresh and sweet as the first.

Pet Milk is fresh cow's milk concen-
trated. It is more than pasteurized. It is
sterilized — scientifically clean. It is always
fresh and sweet in the sealed container, no
matter what the weather.

Take baby and go! Wherever trail or
train may take you grocers have Pet Milk.

Send for free booklet. Pet Milk Company
{Originators of Evaporated Milk)
830 Arcade Building, Saint Louis

iVAPORATE£

milk

100 Years to a Day

HOW wonderful it would be if our
bodies were like the "one-hoss shay"
— if we kept on going until we just col-
lapsed from old age! What joy to live a
life free from pain and illness, filled with
pleasant activities and followed by a natural
passing away— just the simple stopping of
a worn-out heart!

Heart disease is another matter. Today
more people die from heart disease than
from tuberculosis or cancer or pneumonia.
And many of them die needlessly. Heart
disease is so little understood and so
greatly feared! There has always been a
hush whenever the dread words were
mentioned — always an air of awe and
mystery. The person who had heart dis-
ease was supposed to be doomed — with
the sword of Damocles hanging by a hair
above his head.

It was thought that nothing could be done
about heart disease. Those who had it were
afraid to exercise, afraid to work, afraid of
this — afraid of that. Relatives watched
with terror, ready to open the window or
bring a glass of water.

But it need not be so. Heart disease is not
the tragically incurable and unpreventable
affliction it was thought to be.

Nature, in most cases, makes the heart
strong enough to serve faithfully for a long
life — there are few bad machines turned out
of her work shop.

Day and night, year in and year out, this
most wonderful machine in the world does
its work. It has no rest, from the day you
are born to the day you die. It has no
time off for repairs — it knows no holidays
and observes no union hours.

Steadily, steadfastly, second by second and
minute by minute, this marvelous muscle
contracts and expands — contracts and ex-
pands— pumping the blood all through

your body. More than 30 million times a
year this action is repeated.

"Have you heard of the wonderful one-hoss
shay,

That was built in such a logical way
It ran a hundred years to a day,
And then, *****

All at once the horse stood still
— First a shiver, and then a thrill
Then something decidedly like a spill, —

— What do you think the parson found,
When he got up and stared around?
The poor old chaise in a heap or mound
As if it had been to the mill and ground I
* * It went to pieces all at once, —
All at once, and nothing first, —
Just as bubbles do when they burst!"

»'< are grateful to Mr,. Howard P,le
and Houghton Mifflin Company for
permit, ion to reprint Howard Pyle'i
htttoric picture of Dr. Oliver tVendell
Holme,' wonderful "One-Hoi, Shay."

Treat your heart fairly — protect it from the
things that may injure it and you have
little to fear. Heart disease has grown to
such alarming figures as the greatest life
destroyer in the United States, simply be-

cause people have not dealt intelligently
with it.

Many damaged hearts can be made to do
their work through proper rest and care.
The heart has amazing recuperative powers
and often will mend itself if given a chance.
But even though you have some serious
organic heart trouble, there is no reason
why you should despair. Some of the
busiest, most useful people in the world,"
are heart sufferers.

If you have heart disease do not lose hope.
A noted heart specialist said: "The cases
in which people drop dead from heart
disease are comparatively few. If those
with impaired hearts will follow the in-
structions of their physicians they can
live practically normal lives — and will
most likely die of something else."

Find out how to live so you will not
over-tax your heart. Learn the kind of
occupations that are safe for you. Let
your doctor tell you what you may do and
what you must not do. Exercise is often
a part of the treatment of heart disease
but your exercise must be directed by your
physician.

A lot of people are suffering from imagi-
nary heart disease. Don't try to decide
for yourself. There is scarcely a sensation
associated with heart disease which may
not be caused by some other disorder.
The most important thing is to live hygi-
enically, to keep yourself strong and well,
so that disease germs will have
little chance to attack your A.
body. When you are ill put (f~
yourself at once in your doctor's f A
care and obey his orders. ". Ij

Have your heart carefully ex- sfj"V<:5°)
amined after every attack of ^ ^)
serious illness. ^>$t S

Aim for "A hundred years to f]jlM(J

a ^y" ? mi

Ithasbeenestimatedthat 2% of the popu-
lation of the United States, or more than
2,000,000 have organic heart disease.

Statistics show that one industrial worker
in every fifty has a serious heart defect.
And one out of every 13, so suffering,
dies.

The annual death toll of heart disease
in the United States is 150,000.

Prior to 1912 tuberculosis caused more
deaths in the United States than any
other disease. Since then, heart disease
leads. The reason is that the death rate
for tuberculosis has dropped, while the
death rate for heart disease, has remained
almost stationary.

In the communities where people have
learned how to fight tuberculosis, it

becomes less of a menace each year.

As fast as people understand what can
be done to prevent and relieve heart
disease, there will be not only a decrease
in the number of deaths, but also a splen-
did increase in the number of lives com-
pletely transformed — from dependence
and anxiety to usefulness and happiness.

HALEY FISKE, President.

Published by ^'iW^^\W--'

METROPOLITAN LIFE INSURANCE COMPANY- NEW YORK

Biggest in the World, More Assets, More Policyholders, More Insurance in force, More new Insurance each year

63355

PRINTED IN U.S.A.

5108

TO PUBLISHERS:

Please insert this advertisement in your publication as per written order. Position
requested: First page following main body of text or as near thereto as possible. This
advertisement must not be placed preceding text.

EASTMAN KODAK COMPANY.

Keep a Kodak story of the children

Autographic Kodaks $6.$0 up

Eastman Kodak Company, Rochester, N. Y., The Kodak an

"LET
WASHINGTON
DO IT"

AN IOWA shoe dealer writes — "There ought to be a law
k. to limit the styles of shoes."
As a people, we have come to expect the Federal Govern-
ment to perform economic miracles. "Pass a law" has
become the national panacea.

If we think the price of wheat is too
low, we say to Washington — "Please
raise the price of wheat." If we think
the price of sugar is too high, we say to
Washington — "Please lower the price
of sugar."

We ask Washington to lower the
freight rates and in the same breath re-
quest higher wages for railroad labor.
We haven't yet thought of a glorious
third law compelling the railroads at
the same time to pay higher dividends
— and to pay them oftener.

Aren't we asking too much of our
legislators? They are not supermen.

The cynic says that the trouble with
representative government is that it
truly represents. It does truly rep-
resent— and therein lies its great
strength.

But it can no more repeal economic
law than it can repeal the laws of nature.

WASHINGTON is just a greaT
cross-section of American citi-
zenry— hard-working, honest, doing
its best under a deluge of instruction
from all of us, the burden of which is
— "There ought to be a law . . ."

Last year 100,000 new laws were
proposed in this land of the free, where
already there are 1,900,000 on the
statute books.

We have come to ask Congress to do
everything from enacting a maternity
bill to running a three-billion-dollar
merchant marine.

We forget that our forefathers who
created the greatest form of Govern-
ment of all time did not design that
political mechanism to operate busi-
ness enterprises.

The checks and balances, designed
to protect political liberty, by their very
nature prevent efficient operation of
business projects. As Herbert Hoover

puts it, "The Government lacks rapid-
ity of decision." Which is proper. It
can't cut corners. There must be de-
bate. Even red tape. Business must
make quick decisions.

Yet we go blithely ahead, asking
Washington to enter new fields of busi-
ness activity. We forget that every
entry requires more laws, more office-
holders, more expense, more taxes.

J^JORE important, every law which
puts Government into business
strikes at that which has made this
Nation great — individual reward for
individual effort.

Our national legislative mill will
soon start grinding again. A large part
of its grist, by far, will deal with busi-
ness questions; your business and your
neighbor's.

For this is an economic age — an age
in which industry has become so inter-
related that a law directed at one activ-
ity extends out and on, affecting a score
of others in unlooked-for industries
and localities.

AN IMPERATIVE need today is a
better understanding of the grow-
ing relations between Government and
business, and also a better appreciation
of the dependence of every industry
upon every other. NATION S BUSI-
NESS is a magazine devoted to this end.
It is published in Washington by the
largest business organization in the
country, and is founded on the belief
that anything which is not for the
public good is not for the good of
business.

That the value of Nation's Busi-
NESS is recognized by American busi-
ness men is attested by this publica-
tion's growth. The circulation of
NATION'S BUSINESS one year ago
was 160,890. Today it is 200,947.

NATIONS

BUSINESS

MERLE THORPE, Editor

PUBLISHED MONTHLY AT WASHINGTON BY THE CHAMBER OF COMMERCE OF THE UNITED STATES

r»cr Mann mit ten 5>an6fdtuhcn.

$o()f4mffJ fur tin jiuKnylnfat »on 3. Dt $dnrfdji ffi* bic Sirnui „3i>< £anul« $094 Company"

Cooked in Jnjlk

Th

HIS recipe for meat cooked in milk is only one of
many that will give most welcome variety to your
daily menu.

And Pet Milk gives to such dishes the '"cream and
butter" flavor which would require a lot of cream
and butter if ordinary milk were used.

Meats and vegetables cooked with milk are easy to
prepare and then they help you give to the family
that "quart of milk a day" which health rules now
prescribe for everybody.

Pet Milk is pure, fresh milk, concentrated — more
than twice as rich as ordinary milk — put in sealed
containers and sterilized— made scientifically clean.

Canned Foods Week is coming. Buy a case of Pet
Milk from your grocer. Try it in this recipe and use
coupon below to obtain other recipes of dishes cooked
in milk.

Veal Cooked in Milk

Veal Cutlet
4 carrots
6 potatoes
4 white onions or

small head of

cauliflower

i green pepper
4 tablespoons fat
salt and pepper
flour and bread crumbs
i-1 3 cups Pet Milk
i cup water

(Note that Pet Milk is used instead of the usual egg in
breading the cutlets.)

Dredge pieces of cutlet, cut for serving, ia flour, dip
in undiluted Pet Milk, then in flour and bread crumbs,
half and half, and fry in fat in deep frying pan until
brown. Arrange quartered potatoes, onions (or cauli-
flower) and carrots, cut lengthwise, over and around meat.
Add shredded pepper and cover with diluted Pet Milk
to which has been added the salt and pepper. Bake in
moderate oven until milk is practically absorbed.

Pet Milk Company

(Orti§njfri « / £i jpcrjuj MiU)
854 ArcaJc Bide , St. Loui>. Mo.

STERIl'lgP

A STAMP
OF EXCELLENCE
ON PET MILK
ADVERTISING

TWO Harvard awards in succession for Pet Milk advertising
are more than something to be proud of. They put a stamp
of high excellence on our advertising. A jury of experts has
said that it is advertising at its best. , This is more than ordinarily
important because of the educational job we are trying to do.

You know the theory and purpose of our advertising. Believing that
Pet Milk is milk at its best, we believe further that if consumers
know of Pet Milk they will use more of it. All of our advertising is
designed to persuade consumers of the virtue of Pet Milk. The
better the advertising the more effective it will be in accomplishing
the purpose for which it is designed. It is a worthwhile purpose, and
the awards say that the advertising is worthy of the purpose for
which it is intended.

Harvard Advertising Awards

JFounDrt by <£utoaru WL. ilok

ADMINISTERED BY THE
HARVARD GRADUATE SCHOOL OF BUSINESS ADMINISTRATION
GEORGE F. BAKER FOUNDATION, HARVARD UNIVERSITY

A Sciia of Amm.il Amrdi Offered to Encourage
Merit jttj SttmtiLtte lmprovewart in Advcrtiiing

Certificate for i 9 2 5 of the Award to

6rma ^rrljam $rort?

OF GARDNER ADVERTISING COMPANY, ST. LOUIS

Fora Distinguished Indnidual Advertisement of Pet M i I k , a pro-
duct of Pet Milk Compain, titled "Cooked with Milk,"dcemed
most effective in its combination of text and illustration as the
means of delivering its message, among the advertisements
of 1925 coming under the attention of the Jury of Award

31n CtBtinion)' CCJIirrrof, the Harvard Graduate School of Business Adminis-
tration issues this Certificate of Award, signed by its Dean and approved by
members of the Jury of Award who served during the year 1925

VlStt... this next-door Normandy!

Plenty to do and see, at Quebec! Such a different
place — so old, so romantic, so picturesque! Down
from the Chateau Frontenac, stroll through the
streets of the town. Explore its shops, and brush up
your French. Take a Kiluhe or car for a jaunt into
the country. You'll see wayside shrines, thatched
roofs, road signs in two languages. Can this be
America, or 17th Century Normandy ^ A pleas-
ant hour on the St. Lawrence takes you to Isle
d'Orlcans, just as it was centuries ago. Visit Ste.
Anne de Beaupre, place of miracles. Go out to

Montmorency for ye ancient game of golfe. Revel
in a country as rich in beauty as in history — to
return at each day's end to this extraordinarily
good hotel. Here, arc comfortable rooms, spacious
lounges, excellent cuisine, and deft service. Here,
is hospitality. Come this summer, stay awhile, and
know the peace of this castle of rest. Reservations
at Canadian Pacific, ^ l I Madison Avenue at i ith
Street, New York ; 71 F.ast Jackson Boulevard,
Chicago; \()^ Boylston Street, Boston; or. Chateau
Frontenac . Que bee . ( anada.

HATEAU FRONTENAC

TSknvenue U Quebec^

THEY SAW

EUROPE

on

D

imes

IT was the dream of this man and his
wife to travel abroad. They made their
dream come true by saving dimes.

Every time they had a 10 cent piece it went into a little
bank. Each time the little home bank filled up they deposited
the dimes in a Special Interest Account at this Bank.

One fine day this man and his wife set sail for their six
weeks trip to the Old World. Old fashioned thrift took
them there and brought them safely home.

Though they are people of modest means we count them
rich — rich in the wealth of wonderful memories which will
be theirs as long as they live.

The moral of this true story is quite plain:

THE better prepared a man is, Make your beginning now. Start
the farther he will go in life as with a weekly sum — small enough
well as on vacations. for you to be regular about — large

▼ i £ enough to amount to something

Is there any surer way of pre- J? , % ,

£ i r » j • worth while in a year s time,

paring for life s many destinations '

than the methodical habit of put- Let us help to start you on your

ting aside a definite part of what way. When you come in please i^k

you earn? lor the Special Interest Department.

THE

Manufacturers National

BANK OF TROY

HARVARD
An Analysis o:

f Sentence Structure

entence No,

urst 'Tord

1

Take

2

Whether

3

In

4

You

5

Pet

6

It

7

It

8

It

9

Take

10

7/herever

11

Send

1

Hovr

2

What

3

Heart

4

Today

5

And

6

Heart

7

There

8

The

9

It

19

Those

11

Relatives

12

But

13

Heart

14

Nature

15

Day

16

It

17

It

18

Steadily

19

More

20

Treat

21

Heart

22

Many

23

The

24

But

25

Some

26

If

27

A

28

29

Find

30

Learn

31

Let

32

Exercise

33

A

34

Don't

35

There

Sirrmle

Corooound

Complex

Phrase

Ady.fl

Adv. ^2

y

y
y

y

y

y

y

y

y

y

y

y
y

y

y

y
y

s

y
y

y
y
y
y

y

y

y
y

HARVARD AWARD ADVERTISEMENTS
An Analysis of Sentence Structure

Sentence Ho,

Eirst V/o rd

Simple

Compound

Complex

?hras<

6b
37
38
39

Adv. #3

Adv. #4

2
3
4
5
6
7
8
9

10
11
12
13
14
15
16

*7
18

19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36

The
'.Then
Have
Aim

Keep

Let

An

As

Pass

If

If

We

We

Aren't

They

The

It

But

Washington

Last

We

We

The

As

Which
It

There

Even

But

Tet

We

More

Our

A

For
An

Nations
It

That

The

Today

y

/

/

y

y
y

/

y

/
y
y

y

V

/

y

/
/

y
y

y

y

y

y

y

y

y

y

y
y

y

y

HARVARD AWARD ADVERTISEMENTS
An Analysis of Sentence Structure

Sentence No.

First '.Vord

Simple

Compound

Complex

* .a ft r>

Adv. #5

1

Without

/

Adv. 46

1

This

y

2

And

✓

3

Meats

y

4

Pet

5

Canned

y

6

Buy

y

7

Try

y

Adv. #7

1

Visit

yy

2

Plenty

y

3

Such

/

4

Down

s

5

Explore

y

6

Take

y

7

You* 11

yy

8

Can

/

y

9

A

10

Visit

y

11

Go

y

12

Revel

13

Here

/
✓

14

Here

y

15

Come

y

16

Reservation

y

Adv. $8

V

1

The

2

Lire

y

Adv. #9

1

They

/

2

It

y

3

They

y

4

Every

y

D

Each

y

y

0

One

7

Old

/
s

8

Though

/

9

The

y

10

The

y

11

Is

y

\2

Make

y

13

Start

y

14

Let

✓

When

Phrase

SUMJIARY OF SENTENCE ANALYSIS

The Harvard Award Advertisements

Total Number of Sentences

Simple 68

Complex 48

Compound 11

Phrase 1

Total 128

In Percentage

Simple 53 l/2 %

Complex 38 /U

Compound 8 l/2 %

Total 100 %

HARV^UlD AWARD ADVERTISEMENTS
An .Analysis of ',','ord Derivation

No,

Word

Anglo Sa^on

Latin

Other

X

ft UI1~.C1 X U-X

«-i

■Rnrl ipc

y

C

y

y

uUXicl^JbcU

y

y

□

D

A -o

jie,e

y

7

.T n " r

l> V,/

y

p

T.i f

q

xu

r din

y

y

XX

xxx

y

1?

Pleasant

y
y

lu

Ai^'f'n ■vi i*i

y

X^X

in a u uraj.

xo

C A r,TT\ 1 d

g fcBM/JLT?

XD

X (

y

1 Q
xo

Little

y

y

/

PT
cx

T Tnr arcitn nri

y
✓

C/Ci

X' Cui CU

?3

Hush

y
y

PA

JJ I C-iXX

j>
s

26

AlT

y

PR

y

fl?7

S (

✓

PR

CO

?q

S1* ord

U vl VX

^0
ou

ilcLX X

y

ox

— G x. X oc

^y

■sp

I'UX A.

y

33

Terror

X v X X W X

y

34

Open

y

38

Ov

' X ilU \J TV

3fi

X x Cx^j x v^cix xj

y

37

X iiL* ULx Cl U —C

y

38

Af f licat ion

y
\y

3Q

IJaw -*X O

y

St T* nn/r

O M x v I Xjj

AT
*±x

y

4?

Faithful lv

X CLX WilX *iLX^

y

43

Machines

y

44

Year

S

45

Rest

y

46

Born

47

Die

y

48

Tine

49

Holidays

50

Observes

HARVARD AWARD ADVi^.HSii&aiTS

An Anlysis of V.ord Derivation

No,

Word

Anglo Saxon

French

Latin

Other

51

Let

y

52

Do

y

c Q
OO

S.io e

y

54

Dealer

55

Writes

/

56

Ought

<-

57

Law

s

58

Limit

y

59

Styles

y

60

Expect

y
y

y

61

Perform

62

Economic

y

63

lUracles

y

64

National

6o

Panacea

y

66

Think

y

67

Price

68

Low

y

69

Freight

y

70

Breath

y

71

Reoxuest

y

72

« Wages

73

Labor

y

74

Glorious

y

75

Dividends

y

76

Of tener

y

77

Cynic

y
y

78

Trouble

y

79

Represents

s,

80

Repeal

/

81

Honest

y

82

Deluge

y

83

Burden

y

84

Statute

85

Enacting

86

Design

y

87

Political

88

Checks

y

y

*y

89

Protect

90

Eli icient

y

91

Projects

y

value

93

Decision

94

Debate

y

95

quick

y

96

Blithely

y

y

97

Activity

98

Expense

y
if

99

Strikes

y

100

Grinding

y

HARVARD A/AilD ADVEr.TISELIENTS

An Analysis of .ord Derivation

No,

Vford

Anglo Saxon

French

Latin

Other

101

Visit

y

y

102

Next

103

Door

y

y

104

Plenty

105

See

y

y

106

Different

107

Place

y

108

Old

y

109

Roman t i c

y

y

110

Picturesque

111

Chateau

y

112

Stroll

y

113

Streets

y

114

Town

y

y

115

Explore

116

Shops

y

y

117

Brush

118

Take

y

119

Celeche

y

120

Jaunt

y

121

Country

y
y

122

Shrines

123

Roofs

y

124

Road

y

125

Signs

126

Language s

y

y

127

Hour

y

128

Centuries

129

Ato

y

y

130

Ancient

131

Revel

yc

132

.Rich

y

133

Beauty

134

Historjr

y

135

Return

y

136

End

y

137

Extraordina

rily

138

Good

y

y

139

Hotel

140

Comfortable

y

y

141

Spacious

y

142

Lounges

143

Excellent

y

144

Cuisine

y

145

Deft

y

146

Service

147

Hospitali fey

y

148

Summer

y

149

Peace

y

Castle

y

HARVARD AJARD ADVERT I SEMENTS
An Analysis of Vord Derivation

No.

Vford

Anglo Saxon

i o >^ -I

Jjci 0 J. XI

35 1

Dines

y

152

Dream

y

^y

153

Man

154

tin e

✓

156

Travel

y
Ir

y

156

ADroao.

157

Made

158

j. rue

✓

y

159

saving

160

XjVcX y

161
162

Sum
Piece

r

163

Bank

y

164

Home

165
166

Deposited
Special

y

167

Fine

y

168

nay

✓

169

oe *

✓

170

COT 1

171
172
3.73

olX

nip

Fashioned

y

y

y
y

174

Thrift

175

Took

176

Brought

/

177

Saiely

178

±nro ugn

y

179

\ f r\ r\ a & 4"

✓

180

Me£\iis

y

181

/

182
183

Rich

y

184

. i (JI1U.C JL X - —

y

185

y

186

y

,/

187

r.iorai

188

True

y

189

ooory

190

191

Plain
Qu.it e

y

y

192

Better

193

Prepared

y

194

Farther

y

195

Way

y

196

Destinations

197

Methodical

198

Habit

y

199

Definite

200

i — _ - Earn
J-

r

y

SUMMARY OF ANALYSIS OF WORD DERIVATION

The Harvard Award Advertisements

Total Number of Words

Anglo-Saxon 74
Latin 61
French 39
Others 26
Total 200

In Percentage

Anglo-Saxon

Latin 30 1/2$

French 19 1/2$

Others 13 %

Total 100$

1. The war against war is going to be no holiday excursion
or camping party. 2. The military feelings are too deeply
grounded to abdicate their place among our ideals until better
substitutes are offered than the glory and shame that comes to
nations as well as to individuals from the ups and downs of politics
and the vicissitudes of trade. 3. There is something highly
paradoxical in the modern man's relation to war. 4. Ask all our
millions, north and south, whether they would vote now (were such
a thing possible) to have our war for the Union expunged from
history, and the record of a peaceful transition to the present
time substituted for that of its marches and battles, and probably
hardly a handi-ul of eccentrics would say yes. 5. Those ancestors,
those efforts, those memories and legends, are the most ideal
part of what we now own together, a sacred spiritual possession
worth more than all the blood poured out. 5. Yet ask those same
people whether they would be willing in cold blood to start
another civil war now to gain another similar possession, and
not one man or woman would vote for the proposition. 7. In
modern eyes, precious though wars may be, they must not be
waged solely for the sake of the ideal harvest. 8. Only when
forced upon one, only when an enemy's injustice leaves us no
alternative, is a war now thought permissible.

9. It was not thus in ancient times. 10. The earlier men were
hunting men, and to hunt a neighborin tribe, kill the males,
loot the village and possess the females, was the most profitable
as well as the most exciting, way of living, 11. Thus were the
more martial tribes selected, and in chiefs and peoples a pure
pugnacity and love of glory came to mingle with the more fundamental
appetite for plunder.

12. Modern war is so expensive that we feel trade to be a better
avenue to plunder; but modern ;:ian inherits all the innate pugnacity
and all the love of glory of his ancestors. 13. Showing war's
irrationality and horror is of no effect upon him. 14. ."he
horrors make the fascination. 15. ffiar is the strong life; it is
life in extremis; want axes are the only ones men never hesitate to
pay, as the budgets of all nations show us.

16. History is a bath of blood. 17. The Iliad is one long
recital of how Diomedes and Ajax, Sarpedon and Hector killed.
18. No detail of the wounds they made is spared us, and the Greek
mind fed upon the story. 19. Greek history is a panorama of
jingoism and imperialism — war for war's sake, all the citizens
bein warriors. 20. It is horrible reading, because of the
irrationality of it all — save for the purpose of making "history" —
and the history is that of the utter ruin of a civilization in
intellectual respects perhaps the highest the earth has ever seen.

21. Those war:-: were purely piratical. 22. Pride, gold, women,
slaves, excitement, "ere their only motives. 23. In the Peloponnesian
war, for example, the Athenians ask the inhabitants of Melos(the
island where the "Venus of Milo" was found) hitherto neutral, to own
their lordship. 24. The envoys meet, and hold a debate which
Thucydides rives in full, and which, for sweet reasonableness of form,

— 2—

would have satisfied Matthew Arnold. 25. "The powerful exact
what they can," said the Athenians, "and the weak grant what they
must." 26. "lien the Meleans say that sooner than be slaves they rill
appeal to the gods, the Athenians reply: "Of the gods we believe
and of men we know that, by a law of their nature, wherever they
can rule they will. This lav was not made by us, and re are not
the first to have acted upon it; we did but inherit it, and we
know that you and all mankind, if you were as strong as we are,
would do as we do. 27. So much for the gods; we have told you
why we expect to stand as high in their good opinion as you."

28. Tell, the Meleans still refused, and their town was taken.

29. "The Athenians," Thucydides quietly says, "thereupon put to
death all who were of military age and made slaves of the women and
children. 30. They then colonized the island, sending thither

five hundred settlers of their own."

31. Alexander's career was piracy pure and simple, nothing
but an orgy of porer and plunder, made romantic by the character
of the hero. 32. There was no rational principle in it, and the
moment he died his generals and governors attacked one another.
33. The cruelty of those times is incredible. 34. When Rome finally
conquered Greece, Paulus Aemilius was told by the Roman Senate to
reward his soldiers for their toil by "giving" them the old kingdom
of Epirui. 35. They sacked seventy cities and carried off a
hundred and fifty thousand inhabitants as slaves. 36. How many
they killed I know not; but in Etolia they killed all the
senators, five hundred and fifty in number. 57. Brutus was "the
noblest Roman of them all," but to reanimate his soldiers on the
eve of Phllippl he similarly promises to give them the cities of
Sparta and Thessalonica to ravage, if they win the fight.

38. Such was the gory nurse that trained societies to
cohesiveness. 39. V/e inherit the warlike type; and for most of
the capacities of heroism that the human race la full of we have to
thank this cruel history. 40. Dead, men tell no tales, and if
there were any tribes of other type than this they have left no
survivors. 41. Our ancestors have bred pugnacity into our bone
and marrow, and thousands of years of peace won't breed it
out of us. 42. The popular imagination fairly fattens on the
thought of wars. 43. Let public opinion once reach a certain
fighting pitch, and no ruler can withstand it. 44. In the
Boer war both governments began with bluff but couldn't stay
there, the military tension was too much for them. 45. In 1898
our people had read the wore: "war" in letters three inches high
for three months in every newspaper. 46. The pliant politician McKinley
was svept away by their eagerness, an;' our squalid war with Spain
became a necessity.

47. At the present day, civilized opinion is a curious mental
mixture. 48. The military instincts and ideals are as strong as
ever, but are confronted by reflective criticisms which sorely curb
their ancient freedom. 49t — Innumor-'ioin va'itoiu — >vo i.. -in — - —
beofeial oide of frrodoi i. 49, Innumerable writers re showin the
bestial side of military service. 50. Pure loot and mastery seems
no longer morally avowable motives, and pretexts must be found for
attributing them solely to the enemy. 51. England and we, our
army and navy authorities repeat without ceasing, arm solely for

I

-3

"peace", Gtermany and Japan it is who are "bent on loot and glory.
52. "Peace" in military mouthfl today is a synonyr.i for "War
expected." 53. The vord has beco:.ie a pure provocative and no
government rushing peace sincerely should all on it ever to be
printed in a newspaper. 54. It may even reasonably be said that
the intensely sharp competitive preparation for war "by the nations
is the real war, permanent, unceasing; and that the battles are
only a sort of public verification of the mastery gained during
the "peace" interval.

THE MORAL EQUIVALENT 07 WAR
Ag Analysis of Sentence Structure

Sentence No.

ffirst "ord

Sinrole

Compound

Complex

Phrase

1

She

y

2

The

y

3

There

y

4

Ask

y

5

Those

y

6

Yet

y

7

In

*y

8

Only

y

9

It

y

10

She

y

11

Tims

y

12

Modern

y

13

Showing

y

14

'The

/

/

15

War

16

History

/

17

She

y

18

No

y

19

Greek

y

20

It

y

21

Those

y

22

Pride

y

23

In

y

24

The

y

25

The

y

26

So

y

27

Well

y

28

They

y

29

They

y

30

Alexanders

y

31

There

y

32

Sht

/

33

When

/

y

34

They

35

How

36

Brutus

y

37

Such

y

38

We

y

39

Dead .<

y

40

Our

41

The

/

42

Let

43

In

44.

T-n

y

45

The

y

46

At

y

47

The

y

48

Innurterable

y

49

Pure

SUMMARY 01 SENTENCE ANALYSIS

Moral Squivalent of War

Total Number of Sentences

Compound 21
Simple 18
Complex 14

Total 53

In Percentage

Compound 39 5/S%

Simple 34 %

Complex 26 z/s/c

Total 100 %

THE MORAL EQUIVALENT OF WAR
An Analysis of Vford Derivation

Woi*d

Anflo Srocon

French.

Lat in

Other

1

V

p

5a
o

o rrrr » "i ti r-

V CU1X J X 11^

y

*±

M"l 1 "1 f.flTV

if* J. -L X v Cj.X V

y

H

"I?ppl "1 r»;"0
x1 J.lr o

/

V

7

Deeply

y

R

D

y

y

Q

10

PI qpP

11

X X

Trl pal c

y

IP

fin)) t; T "1 T TIT P Q

y

VJfXUJ. ^

✓

1 4.
it

/

✓

l^i

IN d w X 'J 1 1

/

16

X \J

T nri i vi rl n :^ 1 q

X 1 1*X X V X LXCi O

17

V"l H CQ1 T ")A P C

y
y

1 o
lo

lxQCLo

y
■y

19

X u

X ul <Z:\X ClX

y

T fori P T*T1

y

ri

P p 1 of, i fm

22

Ask

y
■y

23

TTi Hi on<;

24

Worth

/

y/

25

Vote

26

— . w ^/

?7

T Tn i n ti

U XIX Uii

28

1 v Til m a" p d_

y

y

29

Ppf»OT*f]

WW

Pp£i pp *Pn1
x o -. v — m

y

31

X X ClXi wr X u J.UU

y
y

uc

X XI It?

y

33

Sulmfci fen ^

>_ XU v U X v tX v VslX

y

34

1>LCIX O

y

35

JB *-*> wu X G O

y
✓

36

Boa a ti *h t i q

Xw ^ ^ v ■ i I « _ 1 U c

y

y

37

Anr*p t;torR

y

38

Efforts

y

39

Memories

40

Tip/'pndfi

XJ i . 1^ 11LL o

41

Ideal

y^

42

Part

y

43

Own

w

AA

Sacred

45

Spiritual

y

46

Possession

y

47

'Torth

y

48

Poured

y

49

People

y

Cold

y

Civil

SHE EQUIVALENT OP V/AR

An Analysis ox ,'ord Derivation

No,

Word

Anglo Saxon

French

Latin

Other

52

Gain

y

53

Similar

y

54

Possession

y

55

Proposition

y

56

Modern

y

57

Eyes

y

58

Precious

y

59

'..'aged

y

60

Solely

y

51

Sake

62

Ideal

y

63

Harvest

y

64

Forced

y

65

Enemy

y

66

Injustice

y

67

Leaves

y

68

Alternative

69

Nov;

y

70

Permissible

y

71

Ancient

y

78

Hunt

y

73

Kill

y

74

Loot

*y

75

Village

y

76

Possess

y

77

Females

y

78

Profitable

y

79

Exciting

y

80

Martial

y

s;

Tribes

y

82

Selected

y

83

Chiefs

y

84

Pure

y

85

Pugnacity

y

e6

Love

y

87

Glory

y

88

Mingle

s

89

Fundamental

y

90

Appetite

91

Plunder

y

92

Inherits

y

93

Feel

94

Trade

y

35

Plunder

y

96

Innate

y

97

Ancestors

y

98

Horror

99

Fascination

y

100

Extremis

y

SUMMARY OF ANALYSIS OF '.VORD DERIVATION

The Moral Equivalent of War

Total Number of [ ords

French 46

Latin 26

Anglo-Saxon 21

Other _7_

Total 100

In Percentage

French
Latin
Anglo-Saxon
Other
Total

46%
26$
ZYfo
7%
lOOX

page 38

D. Conclusions

Before going on with our conclusions let us state that it is
almost impossible to make any flat statements concerning the language
of advertising. As we said in our Introduction, it is too varied and
too full of interfering factors to allow one to draw fixed
conclusions.

In the first place, it is impossible to divorce language and
thought. Technically an advertisement may "be absolutely correct,
"but unless it presents its message in a clear-thinking way, it will
not succeed.

In the second place, the language of advertising is as varied
as its subject. If it*s discussing machinery, technical language
must "be used. If health is its topic, words derived from the Latin
may "be prominent. On the other hand, French words may be evident
in any advertisement which talks of styles and fashion in clothes,
especially women* s clothes. In all of these advertisements, however,
Anglo-Saxon words predominate as they are the foundation of our
English language.

The third variable in advertising is its audience. The
vocabulary of women differs decidedly from that of men. In it
we find such words as "chic", "charming", "adorable", "caressing",
"exquisite", "delicate", "delicious" and a thousand others like them.
V/hile men talk about things being, "excellent", "reliable", "accurate",
"sturdy", "rugged", "smart", "worth-while" and so on ad infinitum.

These three variables, clearness of thought, subject-matter ani
audience, all effect the language of advertising and make it the
most versatile of all our forms of writing.

Our own study points to a number of interesting things,
./ithout doubt the simple sentence is used to a greater degree in

page 39.

advertising than in any other form of writing. There proved to "be
53jj$> of simple sentences in the nine advertisements which we analyzed,
while only 347o were found in the essay, "The Moral Equivalent of War."

Complex sentences were second in number, having a ranking of
38%. In the essay, complex sentences appeared only 26 2/5% of the time.

Compound sentences were used least in the advertisements and
most in the essay. Their percentages were 8^'b and 39 3/5% respectively.

From this it would seem that advertising writing favored simple
sentences; that it preferred not to use compound sentences except
where they were employed for emphasis or variety; that complex
sentences were used more often than compound sentences, hut not as
frequently as simple sentences.

The reason for these percentages is obvious. An essay is
written to be thought upon - to be studied. But an advertisement must
break in upon a person's consciousness with the least possible amount
of effort.

An essay writer may express involved thought through the means
of complex and compound sentences. The advertiser, however, must use
simple sentences to make his message clear.

In word choice, the advertiser seemedto draw most heavily
upon words derived from the Anglo-Saxon. The essay writer looked to
French and Latin for his support. Numerically, the percentages were
as follows:

Harvard Award Advertisements

Anglo-Saxon 37$

Latin 30M
French

Other 13,

Page 40

The Moral Equivalent of War

French 46^

Latin 26%

Anglo-Saxon 21%

Other ?fo

An examination of these percentages shows that in advertising
writing the short, forceful Anglo-Saxon word is more desirable than
those derived from either the French or the Latin. But here again,
aur decision is often influenced by the subject under discussion.

An objective study of the nine prize winning advertisements
discloses several points which were unlooked for at the outset.
First, we failed to find a single slogan, trade name or coined word.
So far as the technicalities of writing were concerned, any one of
the advertisements might well have been an excellent illustration
of good, straight-forward English Composition. There were no
attempts made to be clever, none of the advertisements smacked of
being "smart". They were simply clear, well-ordered bits of
exposition.

We do not mean to imply, however, that slogans, trade names,
coined words, etc. have no merit, not at all. We merely state that
the advertisements which we studied happened not to have any one of
these earmarks of advertising writing.

The point we do want to emphasize, though, is that effective
advertising writing is straight-forward. It may be humorous, if humor
appeals to your audience, but it must be clear, direct and forceful.

The next point we noticed about the Bok Advertisements was the
frequent use of short, simple sentences. They were usually of two types,
imperative and declarative. Following are a few to illustrate our
po int :

page 41

A* Imperative

1. Take 'baby and go.

2. Keep a Kodak story of the children •

3. Aim for "A Hundred Years to a Day."

4. Buy a case of Pet milk from your grocer.

5. Make your "beginning now.

6. Visit . . • this next-door Normandy.

7. Explore its shops and brush up your French.

8. Go out to Montmorency for ye ancient game of golfe.

9. Revel in a country as rich in beauty as in history-rto return
at each day's end to this extraordinarily good hotel.

B. Declarative

1* The misery of an old man is of interest to nobody.

2. They are not super men.

3. Business must make quick decisions.

4. They saw Europe on dimes.

A third characteristic of these advertisements was their use
of the dash to indicate a slight change in thought. A few examples
will illustrate this point.

1. In camp or cottage - in the mountains, the woods or at the
seashore - Pet milk will be at hand for baby - the same safe, wholesome
food he has at home.

2, How wonderful it would be if our bodies were like the "one-
hoss shay" - if we kept on going until we just collapsed from old age.

3o The person who had heart disease was supposed to be doomed -
with the sword of Damocles hanging by a hair above his head.

4» Washington is just a great cross-section of American
Citizenry - hard working, honest, doing its best under a deluge of
instruction from all of us, the burden of which is - "There ought to be
a law . . . " •

5. It has no time off for repairs - it knows no holidays and
observes no union hours.

Elliptical sentences also seem to be outstanding in practically

all the advertisements we studied. The commonest was the omission

of the subject and predicate, so:

1, Without a doubt, Hays Super-seam gloves.

2, Cooked in milk.

3. Plenty to do and see at Quebec.

4. Such a different place - so old, so romantic, so picturesque.
The last feature of the nine prize winning advertisements was

their concensus of opinion regarding the length of paragraphs.
They were short in almost every case. Notice particularly the
advertisements entitled:

1. 100 Years To a Day

2. Let Washington Do It

3. They Saw Europe on Dimes

4. Cooked in Milk

.1

page 42

This is a point well worth remembering "because it facilitates
quick understanding and urges immediate action.

From the foregoing study, one can readily see that the language
of advertising is an elusive thing. It may appear in any form, it
may be a seven word caption as in the case of the Kodak advertisement,
or again it may be a several hundred word essay as in the case of
the advertisement by "Nation's Business." All these things make it
difficult to express dogmatically statements regarding the language
of advertising. The best we can hope to say is that it should
conform to the rules of good writing as outlined in our section on
Emphasis. No doubt there are many successful advertisements whic.h
break all of the rules given there, but that does not exouse their
mistakes - they would have been better advertisements without them.
They were successful not because of their mistakes, but in spite of
them.

In short then,

1. Write the truth.

2. Write straight-forwardly .

3. Write simply.

4. Write concisely.

5. Write sincerely.

If you will do these things, you will stand a much better chance
of being successful than as though you tried to be clever. Remember the
words of one orator to another, "You make them say, 'How well he
speaks,' I make them say, 'Let us march against Caesar." Write as
this ancient spoke.

VI. A Pew Advertising Predictions

A. The Future of Space Advertising

B. The Future of Direct Advertising

Page 43

A, The Future of Space Advertising

At the "beginning of this thesis we stated that no business
force could continue unless it was economically sound. We then
stated that advertising could not be defended unless it helped the
buyer purchase more intelligently. This, then, is our first
predic tion. Advertising in the future will be more informative and
less boasting.

If you will look through any national magazine, you will
notice a new type of advertisement. It is a cooperative advertisement
and is usually inserted by an association of manufacturers to in-
crease the general volume of business within their industry. These
advertisements give some indication of the spirit of cooperation
which will develop more and more in business during the next quarter
century •

Another new type of advertisement is that being developed by
large industrial and public utility concerns. These are designed to
inform the public about the activities of large corporations and to
make the public feel more kindly toward them.

A third kind of advertisement which is gaining momentum is the
so-called "Indirect Appeal Advertisement". These advertisements are
accurately represented by those now being created by the N.W.Ayer
Company of New York and the S. D. Warren Company of Boston.

Still another type of advertisement is being developed by
companies whose product is used as an intermediary product in the
manufacture of some other article. Note particularly the advertisements
by Chase-Velmo, Fisher Body Company, Duco, Skinner Satins, Stainless
Steel and others.

Communities, too, are beginning to advertise more and we see no
reason why the power of advertising should not be used to promote
* See advertisements which follow.

page 44

civic and national welfare in the near future,

A very notable tendency in space advertising today is the
increased use of illustration and the lessening, in some instances,
of the amount of copy. In the future space advertising will continue
in this direction and its purpose will he, more than ever, to keep
the name of the advertiser before the public and to throw about his
product a certain atmosphere of prestige which will create in the
buyer greater consumer acceptance. The task of causing the buyer to
act will be left to direct advertising.

B, The Future of Direct Advertising

Mr, Watson M, Gordon, Advertising Manager of the S.D. Warren

Company has outlined with characteristic clearness, the future of

direct advertising, so, if we may be permitted, we will base this

last section upon the conclusions which Mr, Gordon draws concerning

the future of direct advertising. His first prediction reads:

Prediction Number One

"A reference library of instructive literature sent by
advertisers will be found in every home," He then goes on to say,
"There are two major reasons for this. First, advertising literature,
beautifully printed and carrying valuable information, is forcing such
recognition. Second, the public prefers to study and formulate its
buying ideas in the quiet of the home • "

Prediction Number Two

Prediction number two states, "The bride and groom will be
at home to printed pieces." Mr, Gordon continues, "The day when the
bride must turn to mother for advice on housekeeping has gone.
Printing has brought this about. The authoritative booklets gotten out
by manufacturers treating on house furnishings and decorating, on
lighting, on heating, on diet, on clothing and on many other subjects,
give the bride sources of information that the wieest mother cannot
hope to supplement. In the near future every mother will give the
newly married daughter this advice: 'Get on the mailing list of good
me rchant s ' , "

♦Ref. No. 24

#See exhibits which follow.

Page 45

Prediction Number Three

Prediction number three reads: "A central consulting library •
of printed pieces will he found in the larger stores." It is
supplemented by the following statements, " Many prospective buyers
like to weigh values and to make comparisons without feeliig that
they are unnecessarily wasting the time of sales people. This is
especially true of important purchasing steps - like those involved
in the furnishing of a home - or in the purchase of an extensive
wardrobe for such buyers, the larger stores will all eventually have
central consulting libraries where hours profitable to both the
house and customer can be spent."

Prediction Number Four

The fourth prediction follows much the same reasoning as the
third, "The floor of a store will be as well equipped as the lobby
of a hotel." This explanation follows: "Prospective buyers flow
through stores in search of two things - information and merchandise.
The day is fast approaching when the time consumed this way will
be shortened. Printing (direct advertising) will make this possible.
Each store will some day have central racks where information,
on products sold by t hem, je are fully cataloged, will save many steps
for prospective buyers. And fewer needless questions will be asked of
busy clerks."

Prediction Number Five

Prediction number five concerns direct advertising and the
retail clerk. It follows: "The clerk will learn to let printed pieces
answer shopper and customer questions. The retail clerk in the
modern store has no easy time. Customers and those who are " just
looking" come in crowds. They ask difficult and time wasting questions -
which, when not fully and satisfactorily answered, lose not only
sales, but also customers. Printing will correct some of these
difficulties. The day is fast approaching when each clerk will have
behind his counter printed information that, handed to customs rs,
will answer all important questions - and save the clerk many hours."

Prediction Number Six

The next prediction visualizes "A Plant Librarian (who) will
give studied attention to printed pieces that come through the mail."
It continues: "More and more the general manager is sensing that the
daily mail carries information too important to be sorted by the
office boy. Eventually, in large organizations, mail will be read and
routed to executives by experienced men who will check its important
features for quick reading."

Prediction Number Seven

Prediction number seven again emphasizes the increased importance
which is being placed upon direct advertising. It reads, "On the walls
of business offices a new sign will be placed," and then explains,
"Every twenty-four hours puts some process out of date. A year makes
some machinery and methods obsolete. Each day brings developments, the
value of which no executive can ignore. And the daily mail brings tte
wtory. The company that ignores the daily mail will soon find itself in

Page 46

the land of 'Bahind-the-times' • We predict that the day will come
when the importance of mail will he stressed "by signs like the ahove
on business walls."

Prediction Number Bight

Mr. Gordon next ventures to predict, "How a salesman may some-
time interrogate a prospective employer." He continues, "the salesman
is coming to understand more and more the value of the help given by
printing. He knows that printed pieces make his effort less burdensome
and more profitable to him and his employer. The day will come when
a good salesman will carefully investigate the kind of printed cooperation
given by any company before deciding that he can do his best work
for that company* And there will be closer and closer cooperation
between printed and oral selling."

Prediction Number Nine

In prediction number nine, Mr. Gordon points out that, "Some day
there will be much less waiting time and more selling time. The time
will come when salesmen will do little antioroom waiting. One reason
will be that all executives will sense the wisdom of seeing them
promptly. Another reason will be that through printed pieces the buyer
will be well informed in advance of the call regarding the subject the
salesman wants to discuss. Less time will be required by each salesman
to get a decision from the buyer. Both the salesman and buyer will
save time and money."

Prediction Number Ten

Prediction number ten indicates that "The customer will some day
get the attention that he appreciates." The prediction is then e^lained,
"There is nothing today in a business that cannot be covered by
insurance. This includes stock, buildings, fixtures, machinery,
key men and - customers. Insurance of the latter - the most tangible
business asset - is the least fully developed. The day will come when
the first duty of a salesman or clerk will be to add names of cash as
well as credit customers to mailing lists. And the cultivation of this
list, by printed pieces, represents customer insurance - really profit
insurance,"

Prediction Number Eleven

"Some day most discussions about new business will start with
the customer file." Thus reads Mr. Gordon's eleventh prediction.
It is further discussed as follows: "The customer file post-mortem
is a sad thing in many businesses. Names that have been dead -
so far as buying is concerned - for many years, clutter the files.
It will not always be so. The time will come when the customer file
will be checked periodically for flagging purchases. In the customer
file the seller will sense the surest source of new business - based on
established confidence. And it will be cultivated with printed pieces.

Page 47

Prediction Number Twelve

The next prediction speaks confidently about the future of the
small merchant. It states, "The small merchant will eventually learn
that printed pieces represent his opportunity to grow. The small
merchant will some day discover his own remarkable resources. He can
be sure that customers are courteously treated and given prompt
intelligent service, because his clerks work under his eye. He will
sense that he commands expert help in advertising, in stock arrangement,
in window and counter display. This service is offered by the
national advertiser whose goods he sells. If he builds a mailing list
in a selected area, puts the manuf actuers* materials to work, and
supplements it with the product of a local printer, growth will follow ..."

Prediction Number Thirteen

Mr. Gordon's final prediction compares direct advertising with
a school, and goes on to make clear this comparison. His thirteenth
prediction reads: "Your customer and prospective customer will always
study lessons prepared by you or your competitors. The business that
goes to pieces suddenly is rare. The business that is lost, is lost
gradually. The business that grows, grows gradually. It grows because
of persistent daily selling. Likewise, advertising that helps to
build business is the advertising that, like the school, spreads its
story day after day before possible buyers."

And so we come to the close of this thesis on advertising,

more particularly "The Language of Advertising." It has been an

earnest attempt on the part of the writer to handle a broad subject

in a logical fashion, but at times he has felt that his efforts have

failed hopelessly. However, we present this study to the Graduate

Department of Boston University, The College of Business Administration

and shall let them be the judge.

BIBLIOGRAPHY

lo Advertising and Its Mental Laws "by Henry Foster Adams
•The Macmillan Co., New York City, 1916

2. Advertising Copy "by George Burton Hotchkiss

Harper & Bros. Publishers, New York City, 1S24

3. Advertising, Its Principles, Practice and Technique,

by Daniel Starch
A. V. Shaw Company, Chicago and New York City, 1923

4. Business V/riting "by Lee

The Ronald Press Co., New York City, 1920

5. Composition for College Students by Thomas, Manchester & Scott

The Macmillan Company, New York City, 1922

6. Copy by George P, Metzger

Doubleday Page & Co., Garden City, N.Y., 1926

7. Effective Direct Advertising by Robert 3. Ramsay

Appleton & Co., New York City, 1923

8. affective Hagazine Advertising by Francis Bellamy

Kennerley, New York City, 1909

9. Elements and Principles of Advertising by George H. Sheldon

Harcourt Brace & Co., New York City, 1925

10. Elements of Composition by Canby & Opdyke

The Macmillan Company, New York City, 1915

11. English Composition by Greenough & Hersey

The Macmillan Company, New York City, 1917

12. English Usage by J. Leslie Hall

Scott, Foresman & Co., Chicago, 1917

13. Essentials of Advertising, by Frank Leroy Blanchard

McGraw Hill Book Company, New York City, 1921

14. Essentials of English Composition by Homer 2, oodbridge

Harcourt, Brace & Howe, New York City, 1920

15. Everyday Uses of English by v/eseen

Thomas Y. Crowell Co., New York City, 1922

16. Expository Writing by Mervin James Curl

Houghton, Mifflin Co., Boston, 1919

17. Expository .Vriting by Maurice G. Fulton

The Macmillan Company, Hew York City, 1921

BIBLIOGRAPHY (Continued)

18. Forty Years an Advertising Agent "by George P. Howell

Printers' Ink Publishing Co., New York City, 1906

19. History of Advertising from the Earliest Times "by Henry Sampson

Chatto & V/indus, London, 1875

20. How to ..rite Advertising by Howard Allan Barton

J. B. Lippincott Co., Philadelphia, 1925

21. Illustration in Advertising by Livingston w. Larned

McGraw-Hill Book Company, 1925 I New York City)

22. Language of Advertising by John Baker Opdycke

Pitman Company, New York City, 1925

23. Literature of Business by Saunders & Creek

Harper & Bros. Publishers, New York City, 1920-23

24. Manual of Composition & Rhetoric by Gardiner, Kittredge & Arnold

Ginn & Company, Boston, 1903

25. Masters of Advertising Copy by Justus George Irederick

Prank-Maurice, Inc., New York City, 1925

26. Modern Advertising by Earnest Elmo Calkins and Ralph Holden

Appleton & Co., New York City, 1905

27. Modern Business Writing by Charles Harvey Raymond

The Century Co., New York City, 1921

28. New Composition Rhetoric by Scott & Denney

Allyn & Bacon, Boston, 1911

29. Principles & Practice of Direct Advertising by Chas . A. Macl'arlane

The Beckett Paper Company, Hamilton, Ohio, 1915

30. Printers' Ink Monthly

Romer Publishing Company, New York City

A. Advertising in 1844, Page 20, Sept. 1923

B. How V/ill Your Advertising Look Twenty Years from Now?

Page 36, Jan. 1924

C. The Six Sources of Poster Art, Page 21, Apr. 1925

31. Printers' Ink <Veekly

Romer Publishing Company, New York City

A. A History of Advertising, Page 12, Jan. 4, 1923

B. How They Said It In 1905, Page 85, :-eb. 1, 1923

C. Reason - Why Advertising in 1652, Page 96, Apr. 12, 1923

D. The Original Telephone Advertisement Comes to Light

Page 76, May 3, 1923

E. An Abbreviated History of the Advertising; Agency's

Origin and Jevelopment

Page SS, Oct. 4, 1925

BIBLIOGRAPHY (Continued - 2)

31. printers' Ink /eekly

F. A Lawyer Who Advertised His "Platform" Page 76, Aug. 14, 1924

G. The Evolution of the Trade :.:ark, Page 36, Aug. 6, 1925

H. Halitosis, ./hiskers and .hite Collars Sixty Years Ago

Page 93, Jec. 24, 1925

32. Psychology of Advertising by ..alter Dill Scott

Small, Maynard & Co., Boston, 1908

33. Science of Advertising by Edwin & Thomas Balmer

Duf field & Co., New York City, 1910

34. Theories of Style by Cooper

The Macmillan Company, New York City, 1912

35. Theory of Advertising by ./alter Jill Scott

Small, Maynard & Co., Boston, 1904

36. Twentieth Century Advertising by George French

D. Van Nostrand Co., New York City, 1926

«

37. Use of Words in Reasoning by Alfred Sidgwick

A.& C. Black, London, 1901

38. Words & Their Ways in English Speech by Greenough & Kittredge

The Macmillan Company, New York City, 1901

39. Working Principles of Rhetoric by Genung

Ginn & Company, Boston, 1901

40. Writing an Advertisement by S. Roland Hall

Houghton Mifflin Company, Boston, 1915

ADDENDA

41. An Address by Calvin Coolidge, American Ass'n. of

Advertising Agencies, Washington, Oct. 1927.

42. Effective Business Letters by Gardner

The Ronald Press Company, New York City, 1915

43. J. Walter Thompson Bulletin

j. Walter Thompson Company, New York City, June 1927

44. Still Better Reception, A

S. D. Warren Company, Boston, 1926

45. Waste in Advertising vs. Waste in Selling, An Address by

Watson ¥., Gordon, Advertising Manager, S. D. Warren Co.
Boston, Mass.

EXHIBITS TAKEN PROM A BOOKLET ISSUED BY THE
S. D. WARREN COMPANY
entitled
"A STILL BETTER RECEPTION"

A Still Better Reception for booklets, folders and other printed pieces

PREDICTION NUMBER ONE

The DAY is not far off when every home will have a section of its book-
case reserved for instructive printed books and booklets sent by advertisers.

There are two major reasons for this. First, advertising literature, beau-
tifully printed and carryi/ig valuable information is forcing such recognition.
Second, the public prefers to study and formulate its buying ideas in the
quiet of the home.

The Warren Advertisement on the opposite page is helping to bring this
day closer.

ADVERTISEMENT OPPOSITE APPEARS IN FULL PACE SIZE IN

Literary Dicest, January 2, 1926; Saturday Evening Post, January 16, 1926; Collier's, January 16, 1926
Printers and advertisers arc at liberty to use copy with or without credit after dates of insertion

Electros on reoucst

Yhz next twenty-six pages contain
13 W^arrcn Advcrtiscmcnts that

will appear daring th^ year 1926 in
the Saturday Cvcnins Post, Colli cks
and the JIitcrjlry DigcsT*

m alio 13 Predictions about the use
of Printins as a part of selling

THESE ADVERTISEMENTS are written
to help printers, advertising men, sales
managers, salesmen, manufacturers,
wholesalers and retailers. They will help to gain
a better reception for goods sold with the aid of
Printing. They will show buyers and sellers
how printing makes buying easier and selling
less costly.

PRINTERS will find it profitable to show these
advertisements to their customers. They may
want to use the pictures and copy in their own
advertisements. They are at liberty to do so
after dates of insertion.

Advertising men will find it profitable to

forward the thoughts in these advertisements

to executives in their own companies and to
the men and women who do the selling.

SALES MANAGERS will find it profitable to
forward the thoughts in these advertisements
to salesmen, to wholesalers, to retailers and
even to buyers.

SALESMEN will find in them certain ideas
that may help to make their work easier and
more productive.

MANUFACTURERS, wholesalers, retailers and
other business men will find in them many
helpful suggestions for reducing sales costs.

THE PREDICTIONS will be interesting and
perhaps profitable because of the suggestions
they offer.

[7]

A Still Better Reception for booklets, folders and other printed pieces

PREDICTION NUMBER TWO

On and Gftex $une 29
o)]lr. and t)lXrA. ^XeWl^Wcd
Wiff lie p(caAc9

aX tneix aeAiaence

^$)aaMai&, ^FaHdarS, and atnex
paintcB pieceA on ino.
Aliped

^JCame. «J"urmAnificj and

Jlome tJ\e

;epmcj

The Bride and Groom will be
AT HOME
to Printed Pieces

T„

.HE DAY when the bride must turn to mother for advice on housekeeping
has gone. Printing has brought this about. The authoritative booklets
gotten out by manufacturers treating on house furnishing and decorating, on
lighting, on heating, on diet, on clothing, and on many other subjects give
the bride sources of information that the wisest mother cannot hope to supple-
ment. In the near future every mother will give the newly married daughter
this advice: "Get on the mailing list of good merchants".

The Warren advertisement opposite will help to bring this day closer.

ADVERTISEMENT OPPOSITE APPEARS IN FULL PAGE SIZE IN

Literary Dicest, January 30, 1926; Saturday Evening Post, February 13,1926; Collier's, February 13, 1926
Printers and advertisers are at liberty to use copy with or without credit after dates of insertion

Electros on request

I 10]

83:

The

Customer

in the making

Every day you begin a journey
toward some new purchase.
It is printing that tells you
what you need, and printing
that helps you buy it.

WHAT is the very next thing you are going to buy?
No matter WHAT it is, there was a time in your
life when you never dreamed you would be buying any-
thing of the sort. And there was a time when you had
never even heard of the place where you are going to
make your next purchase.

If you check over the last five important purchases
you have made you will be amazed to dis-
cover how short a time it has been since you
would have considered them either outside
your needs or beyond your pocketbook.

How many men are playing golf today who
would have scoffed at the notion ten years

ago?

How many women will buy permanent
waves this week who six years ago didn't
know what a permanent wave was?

How many baby carriages will be sold this
year to people who would have been horrified
at the thought of buying one in 1922?

Since yesterday your needs have not
changed perceptibly, but you will find it hard
to say what you will be buying two years
from today.

Right now you are somebody's customer
in the making. Every man is.
Every woman is.

Your own life is do>- much to
decide what you will be u customer
for, but printing on pa^er is doing
most to decide whose customer
you are going to be.

You are not likely to become the customer
of some one whose name or whose goods
you never see in print.

You don't know it — you may deny it, but
the booklets and the catalogs and the circulars
that you think you throw away are helping to
shape your future needs and laying a path for
your footsteps on your future shopping tours.

We hope and believe that you will be a
very well satisfied customer of those firms who
are today using good printing and good paper
to attract your future trade. We hope you
will be very happy with all those desirable
things which Destiny in the shape of a print-
ing press will inevitably persuade you to buy.
As for those things about which no printing
ever reaches you — they are for the most part

WARREN'S t

STANDARD PRINTING PAPERS [

Warren 's Standard Printing Papers are tested for qualities required in printing, folding and binding

things that you will probably never have,
and will certainly never miss.

To merchants, manufacturers, printers,
and buyers of printing

Some interesting information on how to co-
operate with a good printer to secure business
from the customer who can be made yours is
contained in a series of books being issued by
the S. D. Warren Company. They discuss
ways and means for increasing business
through the intelligent use of printed paper.

Books in this series that are already pub-
lished and in print, as well as those to be
issued, can be obtained from any paper mer-
chant who handles Warren's Standard Print-
ing Papers, or by addressing the
S. D. Warren Company, 101 Milk
Street, Boston, Massachusetts.

better papers

better printing

]

A Still Better Reception for booklets, folders and other printed pieces

PREDICTION NUMBER THREE

A Central Consulting Library of

printed pieces
will be found in the larger stores

IVIany prospective buyers like to weigh values and to make comparisons
without feeling that they are unnecessarily wasting the time of salespeople.
This is especially true of important purchasing steps — like those involved in
the furnishing of a home — as suggested hy the Warren advertisement opposite
— or in the purchase of an extensive wardrohe.

For such huyers, the larger stores will all eventually have central consult-
ing libraries where hours profitable to both house and customer can he spent.

ADVERTISEMENT OPPOSITE APPBAB9 IN PULL PACK SIZE IN

Literary Dicest, February 27, 1926; Saturday Evening Post, March 13, 1926; Collier's March 13, 1920
Printers and advertisers are at liberty to use copy with or without credit after date* of insert um

Electros on request

The Bridegroom looks at the

-.m-rr-n s—r tPf/M fT-Tx f \T T*T T T? A VTMT

Wedding Presents

Yesterday he thought as a bachelor, with few
needs. Today he sees visions of many, many pur-
chases he never thought he would have to make.

YOUR CUSTOMER IN THE MAKING
'People know what they have bought and why, but
who can predict their purchases of next year, or their
needs five years from now? 5 From the advertising
booklet or catalog or circular that they look over today,
they are unconsciously taking knowledge and im-
pressions that they will use to advantage some time,
perhaps sooner than they expect.

groom he is buying those advertised things.
Firms that are building future business by
the use of printing and direct advertising do
not know who will marry whom, or when.
But they do know that the ratio of mar-
riages to population is pretty well fixed and
that certain events like marriage, the birth
of children, the purchase of a house, etc., have
far-reaching effects on the kind of things an
individual is likely to find himself buying.

The merchant or manufacturer who em-
ploys a printer to keep you supplied with in-
formation about his goods may know better

THE man (or woman) who marries becomes
at once a new sort of consumer. Money
saved for Heaven knows what is immediately
diverted to new and different channels and
spent in ways unthought of.

Every wedding day is a birthday of new
needs.

Every peal of a wedding bell is the begin-
ning of a response to somebody's advertising.
Every marriage license issued by a bored and
unromantic clerk means two pairs of eyes that
will look with new interest at shop-windows,
at booklets and at catalogs.

Printing that was merely attrac-
tive to the maiden has an absorb-
ing interest to the bride. The

bachelor who wondered "why do < — ~ , , „ , _ r_ . _ „ ~ 0

these people mail this advertising STANDARD PRINTING PAPERS

to me" finds that as a bride- Warren 's Standard Printing Papers are tested {or qualities required in priming, folding and binding

[11]

WARREN

than you yourself know how near you are to
being in the market for his wares.

To merchants, manufacturers, printers,
auA. buyers of printing

A number of books dealing with different
phases of the use of direct advertising and
printed pieces have been prepared by S. D.
Warren Company.

Any of these books which you require may
be obtained without cost from any paper
merchant who sells Warren's Standard Print-
ing Papers, or direct from us. Ask to be put
on the mailing list, and if possible suggest
the special problems of direct advertising on
which you can use help. S. D.Warren
^ Company, 101 Milk Street, Boston,
■ Massachusetts.

[better papers ~i]
better printing J|

A Still Better Reception for booklets, folders and other printed pieces

PREDICTION NUMBER FOUR

The Floor of a Store will be
AS WELL EQUIPPED AS
the lobby of a hotel

Prospective buyers flow through stores in search of two things — in-
formation and merchandise. The day is fast approaching when the time con-
sumed this way will be shortened. Printing will make this possible.

Each store will some day have central racks where information, on prod-
ucts sold by them carefully catalogued will save many steps for prospective
buyers. And fewer needless questions will be asked of busy clerks.

The new father shown in the Warren advertisement will especially appre-
ciate this service.

ADVERTISEMENT OPPOSITE APPEARS IN FULL PAGE SIZE IN

Literary Digest, March 27, 1926; Saturday Evening Post, April 10, 1926; Collier's, April 10, 1926
Printers and advertisers are at liberty to use copy with or without credit after dates of insertion

Electros on request

[14]

YOUR CUSTOMER IN THE MAKING

The big events in every life are more or
less unexpected. Building booms do not
come because people have been planning
to buy homes for years. They come because
a number of people suddenly find they
must buy or build at once.

Your customer of next year may not
realize today how near he is to needing
your -wares. But you know. And your
printer can help you spread the messages
that -will bring this suddenly maturing
business to iour doors.

Houses are bought

EMPTY

The new owners must buy
many things they never
thought of needing before

THE man who buys a house for the
first time finds a vast new field in
which he must have specific information,
(ioods and brand names that formerly
meant nothing take on a sharp new
significance.

What is the best roofing? Who makes
the good furnaces? What gas stove to
buy? Hinges, door-knobs, wall-paper,
woodwork, plumbing, paint — all kinds
of things that go into the building of a
house loom up as something
one must know about.

And the house must be
furnished. Rugs, a piano, an ice-
box, lamps, chairs, tables, beds,
clocks, a kitchen cabinet —

there are too many to name, but nearly
all of them must be bought.

Which are the fine ones? Which are
the good ones? The new householders
must spend their money wisely. They
want all the information they can get.
Man and wife will read all the booklets
they receive. They will thumb over cata-
logs and study pictures, and they will try
to remember everything they ever read
and everything they were ever told about

WARREN'S

STANDARD PRINTING PAPERS

Warren's Standard Printing Papers are tested for qualities required in printing, folding, and binding

[ is]

all the things that they must
buy.

To people about to buy some-
thing they know little about, the
printed booklet is a blessing.
People do not think of this
printing as "Advertising." It is
irifon/iatiofi that they want, and
the question of the quality of
the message arises only if it is
poorly expressed or imperfectly
printed on an unsuitable paper.
That is why the good printer
who is able to prepare good
printed pieces is one of the
greatest business- building forces in
America today.

To merchants, manufacturers, printers,
and buyers of printing

The production of printed pieces that contain all the
elements of success is dependent upon the recogni-
tion of certain well-defined principles.

These principles are laid down, discussed and
illustrated in a series of books to be issued by the
S. D. Warren Company during 1926. Copies of
these books, as issued, may be obtained without
cost from any paper merchant who sells
Warren's Standard Printing Papers or
direct from us. S. D. Warren Co.,
101 Milk Street, Boston, Massachusetts.

better paper rx. II
better printing Jj

A Still Better Reception for booklets, folders and other printed pieces

PREDICTION NUMBER FIVE

The Clerk will learn to let

PRINTED PIECES
answer Shopper and Customer questions

The retail clerk in the modern store has no easy time. Customers and
those who are "just looking" come in crowds. They ask difficult and time-
wasting (juestions — which when not fully and satisfactorily answered lose not
only sales but also customers. Printing will correct some of these difficulties.
The day is fast approaching when each clerk will have behind his counter
printed information that, handed to customers, will answer all important
(juestions — and save the clerk many hours. Incidently this practice will help
the customers shown in the Warren advertisement on the opposite page.

ADVERTISEMENT OPPOSITE M i l ins in M i l. I'ACK s|/i in
Literary Digest, April 24, 1926; Saturday Evening Post, May 8, 1026; Collier's. Muy 8, ll>26
Printers and advertisers are at liberty to use copy with or without < mlit after dotes of insertion

Electros on ro/uest

The new father buys many things

Cigars are just the beginning of a
string of purchases, many things
he never thought of buying before

THIS man giving away cigars does not smoke. But an event in his
family caused him to buy a box of cigars and pass them around.
And this is just the beginning of new needs.

Hardly a week will pass that these parents
will not have to buy some goods they never
bought before.

How will they make their decisions on
what to buy and where to buy it ?
Largely on the basis of printing.
We are able to live, to grow, to meet emer-
gencies and cope with new situations because
of what we learn and have learned from
booklets or other printed pieces.

That most of this printing is advertising
makes no difference.

The American people have accepted ad-
vertising as the right and economical method
of learning how to live and how

YOUR CUSTOMER IN THE MAKING

£very time a marriage license is issued; every time
a child is born; every time a salary is raised; every time
a home is bought — a new customer is created for goods he
never bought before. These new customers appear daily by
the hundreds of thousands. To reach these people in the mass
is the function of printing and direct advertising.

formation supplied bybusiness men and made
available by printers.

We travel, we cook, we select schools and
make our wills by advice that comes from the
printing press in the form ofadvertising books
and booklets.

So true is this that you can hardly name
a great business in America without naming
a great buyer of printing.

And if you are in a business that you wish
to see grow, remember that business growth
without the use of printing is like travel with-
out the use of mechanical power — possible
maybe, but painfully slow.

to buy.

We buy our foods, clothe our-
selves and our children, furnish
our homes and care for our pos-
sessions from advice and in-

WARREN'S

STANDARD PRINTING PAPERS

IVarren 's Standard Printing Papers are tested for qualities required in printing, folding and binding

If your business deserves to grow, if your
goods deserve to be sold, it is very hard to
use too much printing. The bigger the busi-
ness, the better this fact is understood.

To merchants, manufacturers, printers,
and buyers of printing

Advice and information on the preparation of effec-
tive direct advertising is contained in a number of
books on various phases of the subject issued by
S. D. Warren Company.

Copies of books now printed and those to be
issued may be obtained without charge by addressing
any paper merchant who sells Warren's Standard
Printing Papers, or from S. D. Warren Company,
1 01 Milk Street, Boston, Massachu-
setts. Pl ase indicate the subjects in
which you are most interested.

C better paper^ jj
better printing Jl

15

A Still Better Reception for booklets, folders and other printed pieces

PREDICTION NUMBER SIX

A Plant Librarian will give Studied Attention
TO PRINTED PIECES
that come through the mail

]VtoRE and more the general manager is sensing that the daily mail
carries information too important to be sorted by the office boy. Eventually,
in large organizations mail will be read and routed to executives by experi-
enced men who will check its important features for quick reading.

This means that it will be increasingly important and profitable to sup-
plement the work of salesmen with printing as explained in the Warren ad-
vertisement on the opposite page.

ADVERTISEMENT OPPOSITE APPEARS IN PULL PACE SIZE IN

Literary Digest, May 22, 1926; Saturday Eveninc Post, June 5, 1926; Collier's, June 5, 1926
Printers and advertisers are at liberty to use copy with or without credit after dates of insertion

Electros on request

\ l«]

The Day the Big Rise in Salary Comes
the Living Expenses take a Jump

T»HE i
your i

first big jump in
your income!
You did not know just
when it was coming. Your
boss did not know. Your
friends did not know.

The only people who seemed to know it
was coming were people who would not have
known you if they had met you on the street.

Yet they sent you things by mail. Book-
lets that described things you could not
afford. Circulars describing purchases and
investments far beyond your means. Catalogs
with pictures of wonderful possessions you
could hardly hope to own.

And then, one day you found yourself
buying here and there these very things from
these very people. You found yourself with
a bank account, at the very bank whose cir-
culars used to amuse you because the prospect
of a bank account seemed so far away.

You found yourself with a charge
account at a department store that
you once thought was too high-
priced and exclusive for you even
to enter its doors.

While this change was taking

They talk two minutes about "saving-it- all."
But they talk until midnight about
the new things they will buy.

YOUR CUSTOMER IN THE MAKING

Changed habits of living mean changed habits of buying.
The buying habits of the average person change sharply at
least four times — at marriage; when the first child is born;
■when the first big jump in income comes; and when the first
home is bought. And not until after each of these events does
the individual know that commercially he is a new person —
a customer in a new form, a consumer of different goods.
But the advertiser with a live mailing list and a good
printer to serve him can bank on these events and create
new customers before the customers themselves realize that
their buying habits hare changed.

<£?

place with you the same thing was happening
to several million other men. Every great busi-
ness in America is founded on the belief that
young men are going to get along — earn more,

WARREN'S

STANDARD PRINTING PAPERS

Warren 's Standard Printing Papers are tested for qualities required in printing, folding and binding

need more, spend more. It
is that belief that causes mer-
chants and manufacturers to
depend upon good printers
and good printing to help
cultivate tomorrow's mar-
ket. By printed direct advertising, business
men are constantly preparing people's minds
for buying the very goods that today they
think they will never be able to afford.

To merchants, manufacturers, printers,
and buyers of printing

The first step in the production of a series of effec-
tive printed pieces should be to consult a good
printer. His advice on the technique of their pro-
duction is valuable.

The planning and producing of this highly remu-
nerative form of advertising is discussed and illustrat-
ed in a series of books issued from time to time by
S. D. Warren Company Copies of these books, as
published, will be sent you by any merchant handling
Warren's Standard Printing Papers; or
we shall be glad to mail them direct.
S. D. Warren Company, 101 Milk
Street, Boston, Massachusetts

[

better papery

better printing

]

A Still Better Reception for booklets, folders and other printed pieces

PREDICTION NUMBER SEVEN

To Get Ahead

WITH THIS COMPANY
YOU MUST DEPEND ON*

|% 1 A A 1 1 ■

iNative Ability
Training
Experience

and — MOST IMPORTANT

Up-to-date
Information

Watch

the DAILY MAIL

On the Walls of Business Offices
A NEW SIGN
will be placed

Every twenty-four hours puts some process out of date. A year makes
some machinery and methods obsolete. Each day brings developments the
value of which no executive can ignore. And the daily mail brings the story.
The company that ignores the daily mail will soon find itself in the land of "be-
hind-the-times". We predict that the day will come when the .importance of
mail will be stressed by signs like the above on business walls.

And Warren advertisements like that shown opposite are bringing that day
closer.

ADVERTISEMENT OPPOSITE APPEARS IN FULL PAGE SIZE IN

Literary Digest, June 19, 1926; Saturday Evening Post, July 3, 1926; Collier's, July 3.1926
Printers and advertisers are at liberty to use copy with or without credit after dates of insertion

Electros on m/uest
[20 1

"If I had a dozen Salesmen j

like John"

John presents facts as a printed booklet
presents them— in an orderly, logical,

J

OHN is a wonderful salesman. He can
make sales to people who never heard of his
firm or his goods. John is a star. He is unique.
There is only one of him.

John makes big money, but his employer
says that he would cheerfully pay twelve times
as much for twelve more like him. If he
could multiply John by twelve, he could mul-
tiply his profits on John's sales by twelve.

Working alongside John are a dozen other
salesmen whoaregood, able, competent fellows.

But each man lacks one or' more of John's
characteristics. No one of them has all of
John's energy, patience, zeal, imagination, and
knowledge of his line. Like most men, they
all lack the gift of being able to sell easily
the unknown product of an unknown firm.

If John's employer, instead of
vainly crying out for more Johns,
would go forth and employ one
good printer and engage him to
prepare good direct advertising,
these other salesmen would begin
to sell as many orders as the mir-

aculous John sells. For these printed
pieces would grade up the entire sales
force to John's level. Booklets and other
direct advertisements would supplement
those deficiencies in each individual salesman
which keep him from being as capable asjohn.

Thus the man who was as personable but
lacked his logic would be reinforced by the
logical printed word. The man who had as
much intelligence as John but lacked John's
persistence and optimism would be supported
by printing that was persistent, cheerful, and
of good appearance.

Instead of wishing he could hire "a dozen
salesmen like John," John's employer would
get the same results by using printing to
create more Johns from his present staff. A

interesting way.

good printer is at the other end of any
business telephone. Good printers know a
surer, steadier, more economical way to
boost sales than sighing for the kind of
salesman who is found only once in a while
and usually can't be hired at all.

To merchants, manufacturers, printers,
and buyers of printing

For many years S. D. Warren Company has devoted
study to ways and methods for making printed pieces
more effective. The results of this work are con-
tained in a series of books on various phases of
direct advertising. Some of these books are ready;
some are to be issued in 1926. Copies may
be obtained without charge from any paper
merchant who sells Warren's Standard
Printing Papers, or by writing direct to '
S. D. Warren Co., 10 1 Milk Street,
Boston, Massachusetts.

WARREN'S

STANDARD PRINTING PAPERS be"erPaP£

Warm's Standard Printing Paftn art lesttd for qualities requirtd in printing, [oldtpg, and binding ^—

better printing

]

[19

A Still Better Reception for booklets, folders and other printed pieces

PREDICTION NUMBER EIGHT

Do YOU have a Regular Advertising Pro-
gram ?

Is part of this program Direct Advertising
that is sent regularly and persistently
to both customers and prospects ?

Is THE salesman in each territory kept
fully informed regarding the kind of
material that is being sent?

Do you supply portfolios, data books,
booklets and other literature for the
use of salesmen in talking with cus-
tomers?

Do You have a department to send liter-
ature promptly to prospects and cus-
tomers when requested by salesmen?

Are all inquiries followed up promptly
with literature; and is information re-
garding what has been done sent to the
salesmen ?

How a Salesman may sometime
INTERROGATE
A Prospective Employer

The salesman is coming to understand more and more the value of the
help given by printing. He knows that printed pieces make his effort less
burdensome and more profitable to him and his employer. The day will come
when a good salesman will carefully investigate the kind of printed cooperation
given by any company before deciding that he can do his best work for that
company. And there will be closer and closer cooperation between printed and
oral selling. Warren advertisements like the one shown opposite are forwarding
this day of greater profits.

ADVERTISEMENT OPPOSITE M i l Ml- IN FULL PAC1 -l/l in

Literary Digest, July 17,1926; Saturday Evening Post, July 31, 1026; Collier's, July 31, 1026
Printers and advertisers are at liberty to use copy with or without credit after dates of insertion

Electros on request

[ M 1

"Not doing anything just now"

Is that the answer you give your printer? If it is, you
are hurting yourself. The nearer you are to doing
nothing, the more you need good printing

IF you and every man in your business
slept all day, there would still be a
lot going on in your business.

Rent would be going on. Overhead
would be plugging steadily away. Sala-
ries would not stop.

What is MUCH more important, your
customers and prospects would be plan-
ning, deciding, and buying with less and
less thought of you and your firm.

There are many reasons for postpon-
ing, holding up, or neglecting the print-
ing that keeps a business in touch with
its public.

Some of these reasons may
seem good, but they are all
had compared to the fact that
you are doing no direct adver-

tising. The public's memory will not
mark time, just because you do. The
public forgets.

No matter how much printing you intend
to use next year or "some time soon," no
matter what splendid printing you have used
in the past — no matter if business is off, or
you are so busy you are rushed to death —
don't give your printer the answer that you
"are not doing anything just now."

In the first place, it isn't wholly true — and
he knows it. In the second place, to what-
ever extent it is true, you need good printing
more acutely than ever.

WARREN'S

STANDARD PRINTING PAPERS

Warren 's Standard Printing Papers are tested for qualities required in printing, folding, and binding

In the use of printing to promote your busi-
ness, doing something is always infinitely
better than doing nothing.

Further, just to say that you are doing noth-
ing has a tendency to lull yourself and your
people into the belief that nothing needs to
be done, that nothing can be done.

Watch yourself if you feel like giving that
answer to your printer. If you have already
given it, right now — this minute — is none too
soon to call him in and prepare to do some-
thing right away.

To merchants, manufacturers, printers,
and buyers of printing

Some interesting information on the use of printed
pieces in advertising and on cooperation with good
printers is contained in a series of books being issued
by S. D. Warren Company. Ask a paper merchant
who sells Warren's Standard Printing Papers to put
you on his mailing list, or write direct to us, sug-
gesting, if possible, the special problems of direct
advertising on which you need help.
S. D. Warren Company, 101 Milk
Street, Boston, Mass.

C better papery
better printing

]

A

Still Better Reception for booklets,

folders and other printed pieces

PREDICTION NUMBER NINE

Suggestion to EXECUTIVES of the

Blank Company

Please try to see SALESMEN

PROMPTLY

This COMPANY in conjunction with many

others is trying to cut selling waste. Many

or^aniyation^ have a^rpf^l to trv tn ^pp

salesmen promptly in order to cut down

waiting time. We have decided to do our

share in this direction.

So when a salesman sends in his name,

see him promptly.

If you want nothing, tell him so.

If you are busy, tell him just when you

will be free.

' -

Some day there will be much le99
waiting time
and more selling time

The TIME will come when salesmen will do little anteroom waiting. One
reason will be that all executives will sense the wisdom of seeing them prompt-
ly. Another reason will be that through printed pieces the buyer will be well
informed in advance of the call regarding the subject the salesman wants to dis-
cuss. Less time will be required by each salesman to get a decision from
the buyer. Both the salesman and buyer will save time and money.

The W arren advertisement opposite is helping to forward this day.

ADVERTISEMENT OPPOSITE APPEARS I IN FULL PAGE SIZE IN

Literary Digest, August 14, 1926; Saturday Evening Post, August 28, 1926; Collier's, August 28, 1926
Printers and advertisers are at liberty to use copy with or without credit after dates of insertion

Electros on request
[24]

f

The Pair
of Legs

You need their help in selling, but don't expect
them to do all the work. Some of it can be done
better with printing

IN nearly every form of selling the time
comes when legs must walk and shoe
leather must be worn out. Somebody must
go to see someone else.

When this time comes, nothing takes the
place of legs and shoe leather; but legs and
shoe leather are expensive if used to take the
place of printing.

Men to whom you wish to sell, often say,
"Send your man to see me; I want to know
more about your goods.'

They seldom say, "Send your man over;
I want to know something about your goods."

Until your prospective customers already
know something about you and your
goods, they have no desire to see
your salesmen.

Hetter, faster, and cheaper than
legs are the booklets, the circulars,
and the other forms of direct

advertising that your printer can prepare.

A real salesman doesn't like to "go out
and ring doorbells," but the postman doesn't
mind it at all.

People are glad to get what the postman
brings. They sometimes stand and wait for
him. And when he brings something beauti-
fully printed bv a good printer describing
something they need and want, they are glad
to receive it and anxious to read it.

Let your good salesmen save their steps
to take them where they are likely to make
sales.

Let your printer use his presses to increase

WARREN'S

STANDARD PRINTING PAPERS

Warren 's Stan Jar J Printing Papers are tested [or qualities required in printing, folding, and binding

[23]

the number of places where your firm and
your goods are known — where people will
know something and will be ready to heap

more.

Better Printing and Better Paper con-
stantly and steadily used will make your
salemen's steps more profitable to themselves
and to you. It will make more customers
turn their steps toward your door.

To merchants, manufacturers, printers,
and buyers of printing

Some Interesting information on the use of
printed pieces in advertising and on cooper-
ation with good printers is contained in a
series of books being issued by S. D. Warren
Company. Ask a paper merchant who sells
Warren's Standard Printing Papers to put
you on his mailing list, or write direct to us,
suggesting if possible, the special problems
of direct advertising on which you need
help. S. D. Warren Company,
ioi Milk Street, Boston, Mass.

[

better paper <-v,

better printing Jj

A Still Better Reception for booklets, folders and other printed pieces

PREDICTION NUMBER TEN

Add to Mailing List

Date.,.

M

Street

Town

OTHER MEMBERS of FAMILY
If children, be sure to note ages

The Customer will some day get
THE ATTENTION
that he appreciates

There is nothing today in a business that cannot be covered by insur-
ance. This includes stock, buildings, fixtures, machinery, key men and — cus-
tomers. Insurance of the latter — the most tangible business asset — is the
least fully developed. The day will come when the first duty of a salesman or
clerk will be to add names of cash as well as credit customers to mailing lists.
And the cultivation of this list by printed pieces represents customer insur-
ance— really profit insurance.

Warren advertisements like that opposite will help bring this day closer.

ADVERTISEMENT OPPOSITE APPEARS IN FUI.I. PACE SIZE IN

ary Dicest, September 11, 1926; Saturday EVENING Post, September 25, 1926; Collier's, September 2f>. 192(1
Printers and advertisers are at liberty to use carry with or without credit after dates of insertion

Electros on request

Salesmen waiting

"If salesmen wore taxi-
meters their 'waiting
v > time ' would be nearly
vy/ as large as their ac-
tive time. '

to "see their man"

How much does this wasted time
add to your selling expense?

IF salesmen wore taximeters their "waiting
time" would be nearly as large as their
active time.

No real salesman wants to waste his time.
Time is all he has to sell. All you can buy
from a salesman is his time. And it is the
most valuable time your company buys.

A salesman kept waiting in a purchasing
agent's anteroom is like a loaded freight train
lying on a siding. It is power not applied. It
is business standing still. It is waste.

It costs you money when your salesmen
have to wait. It costs the other man money
when you keep his salesmen waiting. It costs
all the salesmen money, and it piles up the
cost of selling goods.

Here is one way to check this
waste of your own men's time:

See to it that your customers
know who you are. See that they
know who your man is. See that
your customers know what your
man sells and what the reasons

are why they should buy it. Your printer
will help you do this.

Select a good printer — one who has the
equipment and intelligence to produce good
direct advertising. They are not hard to find.
Such printers have ways of making them-
selves known.

Tell that printer you want him to help you
produce the kind of direct advertising and
printed pieces that will make your firm and
your goods and your service known to the
people your salesmen call on.

The time will come when buyers and all
other business menwill see salesmen promptly
when they call. They may see them only to
say "Nothing today" or "Come back next

WARREN'S

STANDARD PRINTING PAPERS

Warren's Standard Printing Paperiare listed for qualities nquirtdtn printing, folding, and binding

\ 2.5 ]

week," but they will not keep a grown man
waiting two hours — especially when printing
has made them acquainted with the salesman's
firm and the full nature of the goods or serv-
ice he has come to sell.

But please remember that a well-printed
booklet can wait more patiently than a man,
at less expense than a man; and when the
booklet has been read, your salesman is more
sure of a welcome when he calls and more
likely to get an order when he is seen.

To merchants, manufacturers, printers,
and buyers of printing

A number of books dealing with different
phases of the use of direct advertising and
printed pieces have been prepared by S. D.
Warren Company.

Any of these books which you require may
be obtained without cost from any paper
merchant who sells Warren's Standard Print-
ing Papers, or direct from us. Ask to be put
on the mailing list, and if possible suggest
the special problems of direct ad-
vertising on which you can use help.
S. D. Warren Company, 101 Milk
Street, Boston, Massachusetts.

[better papery |
better printing _|

A Still Better Reception for booklets, folders and other printed pieces

PREDICTION NUMBER ELEVEN

Some day most discussions about
NEW BUSINESS
will start with the customer file

The customer file post-mortem is a sad thing in many businesses. Names
that have been dead — so far as buying is concerned — for many years, clutter
the files. It will not always be so. The time will come when the customer file
will be checked periodically for flagging purchases. In the customer file the
seller will sense the surest source of new business — based on established
confidence. And it will be cultivated with printed pieces.

The Warren advertisement opposite is helping to forward that day.

ADVERTISEMENT OPPOSITE APPEARS IN FULL PACE SIZE IN

Literary Digest, October 9,1926; Saturday Eveninc Post, October 23, 1926; Collier's, October 23, 1026
Printers and advertisers are at liberty to use copy tvith or without credit after dates of insertion

Electros on request

[28]

Does the customer who owes you money

get the most attention?

ARE you spehding most of your post-
-ti. age on your slow-paying customers?
A merchant who runs a large retail store
overheard one of his best customers say,
"All I ever get from those people is a
bill."

The merchant investigated.

He found that the customers who were
rated/>/> (prompt pay) received one com-
munication from his store per month,
that customers not so prompt received
bills and statements more frequently,and
that those who were very slow pay re-
ceived the most attention of all.

He was spending money for postage
in direct relation to the lack of desirability
of the customer.

That has been changed. His
printer has helped him change
it. The prompt payer now gets
more mail from this store than

"All I ever see from those people is a
bill" is a criticism of your business
that your printer can help you correct.

the slow payer. The good customer gets
opportunities to be a better customer.

The good customer receives booklets,
circulars, announcements, illustrated
letters, all kinds of store news, that keep
him and his family interested in this store
where they have formed a habit of buying.

Direct advertising is making this store
a part of its customers' daily lives, a
ministrant to their daily needs.

And this principle applies to other
businesses besides the retail.

WARREN'S

STANDARD PRINTING PAPERS

Warren 's Standard Printing Papers an ttsttd for qualities required in printing, folding, and binding

Do your good customers hear from you
as frequently as your poor customers?

Better Paper and Better Printing will
make your good customers better cus-
tomers. Printing can bring you more
customers. If you don't know a good
printer, it will pay you to know one.

To merchants, manufacturers, printers,

and buyers of printing
What to say in your direct advertising and
how to say it is outlined and illustrated in a
series of books now being issued by the S. D.
Warren Company. Any paper merchant who
sells Warren's Standard Printing Papers will
be glad to put you on his mailing list to
receive them. Or you can write us direct,
stating, if possible, the particular problems of
direct advertising wherein we can be
of help. S.D.Warren Company, 101
Milk Street,Boston, Massachusetts.

[

better papery J
better printing I

27

/

A Still Better Reception for booklets, folders and other printed pieces

PREDICTION NUMBER TWELVE

The Small Merchant will eventually learn that
printed pieces
represent his opportunity to grow

The small merchant will some day discover his own remarkable re-
sources. He can be sure that customers are courteously treated and given
prompt intelligent service, because his clerks work under his eye. He will
sense that he commands expert help in advertising, in stock arrangement, in
window and counter display. This service is offered by the national advertiser
whose goods he sells. If he builds a mailing list in a selected area, puts the
manufacturer's materials to work, and supplements it with the product of a local
printer, growth will follow as outlined in the Warren advertisement opposite

ADVERTISEMENT OPPOSITE APPEARS IN FULL PACE SIZE IN

Literary Digest, November 6, 1926; Saturday Evening Post, November 20, 1926; Collier's, November 20, 192<>
Printers and advertisers are at liberty to use copy u ith or without credit after dates of insertion

Electros on ret/nest

I 80 1

The MAN

Who Used to be
Your Customer

thing

The costliest thing in business
turnover in customers. Old customers
are as easy to keep as new ones are to get

SUPPOSE you had never lost a customer
that you wanted to hold — what would
your volume be today?

If asked, "Why did you lose those good
accounts?" you have an explanation ready.
You can explain easily why each one now
buys somewhere else.

And those explanations are all good ones.
They prove it wasn't your fault. Further,
you can say, "Everybody loses business once
in a while. I can't expect to hold all the
business I get."

Yes, but why were those customers lost?
Those excuses are fine balm to your con-
science; but —

Aren't most customers lost be-
cause somebody else pays more
attention to them than you do?

and say, "I want you to help me produce
some advertising that will help me keep all
my old customers"?

Good printing is the surest and the cheap-
est way of keeping your old customers
friendly. They will read your booklets. They
are interested in any announcement you
make. They are glad to receive your folders
and pamphlets.

Right now your best customer is looked
upon by someone as a "prospect." Don't let
him get the idea you are indifferent to him
and his business. Let him know that you are
constantly seeking to keep him interested in
you and your business.

WARREN'S

Lots of men buy advertising
to help get new customers. How STANDARD PRINTING PAPERS

many men go to their printers Warren's Standard Printing Paperi are tisttd 'for qualities required m priming, folding, and binding

You have a mailing list. Use it. You know a-
good printer. Use him.

A good printer, Better Printing and Better
Paper can help you cut down the turnover
in customers — and this means faster growth
and larger profits.

To merchants, manufacturers, printers,
and buyers of printing

The first step in the production of a series of effec-
tive direct mailings should be to consult a good
printer. His advice on the technique of their pro-
duction is valuable.

The planning and producing of this highly remun-
erative form of advertising is discussed and illustrated
in a series of books issued from time to time by the
S. D. Warren Company. Copies of these books, as
published, will be sent you by any merchant handling
Warren's Standard Printing Papers, or
we shall be glad to mail them direct.
S. D. Warren Company, 101 Milk
Street, Boston, Massachusetts.

[

better paper <^

better printing

]

29

A Still Better Reception for booklets, folders and other printed pieces

PREDICTION NUMBER THIRTEEN

Your Customer and Prospective Customer will always
STUDY LESSONS
prepared by you or by competitors

The BUSINESS that goes to pieces suddenly is rare. The business that
is lost, is lost gradually. The business that grows, grows gradually. It grows
because of persistent daily selling. Likewise, advertising that helps to build
business is the advertising that, like the school, spreads its story day after day
before possible buyers.

The Warren advertisement opposite is bringing this to the attention of many
users of printing.

ADVERTISEMENT OPPOSITE APPEARS IN FULL PACE SIZE IN

Literary Digest, December 4, 1926; Saturday Evening Post, December 18, 1926; Collier's, December IK, 1 026
Printers and advertisers are at liberty to use copy with or without credit after dates of insertion

Electros on request

(sal

L<:.

J,

he Village within the city

How the proprietor of a neighborhood
business can expand it to serve a
larger and larger trade

IN their daily buy-
ing habits most
city dwellers live in small towns and lead
more or less small-town lives.

Cities are so big that city people live in
little sections, bounded by a few streets.

City housewives buy their food, their ice,
their laundry service and all the other items
of everyday trading from neighborhood
tradesmen.

Business men eat lunch, get their haircuts,
and make most of their purchases within a
few blocks of their offices.

Inside that little area in which they move,
they know the hotels, the cigar stores, the
restaurants, the clothiers — in fact, every type
of shop — thoroughly and well.

Take the men a half mile from
their business or the women a few
blocks from their homes and they
are in a relatively strange place.

The merchant or shop of any sort
that wants to enlarge its trading

zone has but one economical and efficient
way to do it. That is by using printing-
direct advertising.

If you are the proprietor of a business that
is too big to remain little, and too little to
attempt to draw trade from the entire city,
you will want to advertise, but you may not
know how to begin.

The man who can help you most is a good
printer.

Prepare a mailing list, made up of names
of people who live not too far away.

Engage a printer to help you prepare a
continuous program of direct advertising.

Increase this advertising as your business
increases. Increase your mailing list as

WARREN'S

STANDARD PRINTING PAPERS

Warrtn's Standard Printing Papers are rested for qualities required in printing, folding, and binding

you increase the number of your customers.

By the use of Better Paper and Better
Printing the prosperous small business can
become a prosperous large business. The
neighborhood store that deserves to grow can
lift its head above the little village within
the city and become a part of the big-store
life of the city.

Choose a good printer, if you haven't one,
and talk to him.

From his experience you can draw much
helpful guidance.

To merchants, manufacturers, printers,
and buyers of printing

For many years S. D. Warren Company has
devoted study to ways and methods for mak-
ing printed pieces more effective. The results
of this work are contained in a series of books
on various phases of direct advertising. Some
of these books are ready; some are yet to
be issued. Copies may be obtained without
charge from any paper merchant who sells
Warren's Standard Printing Pa-
pers or by writing direct to S. D.
Warren Company, 101 Milk Street,
Boston, Mass.

[Tbetter paper ^ j
better printing JJ

31

■

EXAMPLES OF ADVERTISEMENTS WHICH APE STRIKING
A NEW NOTE IN PRESENT MY ADVERTISING
(See Page 43)

1. Cooperative Advertisements

Advertisements sponsored "by an association of manufacturers
or dealers.

2. Good will or Institutional Advertisements
Advertisements created "by large corporations, usually
public utilities, to develop a more friendly attitude
toward them in the mind of the public.

3. Advertisements Based Upon an Indirect Approach
Advertisements which "build a particular "business "by
promoting a different "business generally,

4. Advertisements Designed to Create Consumer Acceptance of
a product used in the manufacture of other goods.

5. Community Advertisements

Advertisements which influence tourists to visit a community;
families to live there; and "businesses to establish there.

COOPERATIVE ASSOCIATION ADVERTISING
(See page 43)

THE SATURDAY EVENING POST

159

ewe led Moment

Dad will never forgets

f This time Dad has the surprise of his life —
a real present, selected at the jewelry store !
What loads of fun to watch his face as he
opens the box. Too astonished for a moment to
say a single word. But there's a joyous twinkle
in his eye that means hes pleased as Punch.

This jeweled gift is a personal possession that
Dad will use and treasure all the years to come.

G I FTS THAT LAST

4e

^odern Modes bijewelry

Fashion decrees that a pocket
watch with chain be worn
for evening wear or with a
dinner coat.

Qonsult your jeweler

160

THE S/1TURDSJY EVENING POST

, . — , — , — _

December IO, /927

When you give an Ingersoll
Watch you make a gift that is
appreciated out of all propor-
tion to its cost.

For there's no gift like a
watch, nothing used so much, consulted
bo often, carried so long. And Ingersoll
Watches, made for over 35 years, have a
reputation for dependability and enduring
service that is world-wide and thoroughly
deserved.

There's an Ingersoll for every member of

the family — at prices ranging from $1.50
to $17.50.

The $1.50 watch is the famous Ingersoll
Yankee, the most famous and popular watch
in the world (illustrated in its box at the
top of the page).

Also illustrated above is the regular Inger-

soll Wrist Radiolite, priced
at $4.00, now in the new ton-
neau-shape with metal dial.

The $17.50 watch is the
new 7-jewel ALDEN wrist
watch in a rolled gold-plate case — a small,
fine, American-made wrist warch at an ex-
tremely moderate price.

You'll find Ingersolls on sale in stores
everywhere. Ask to see the complete line.
If your dealer hasn't just the model you
want, write us, giving his name.

INGERSOLL WATCH CO., Inc., New York - Chicago - San Francisco . Montreal

THE SATURDAY EVENING POST

I

e

on A

3 HE food the
Pilgrims had
at their first
Thanksgiv-
ing season would be
stern fare for us to-day.
Those who now give
thanks, even in the
bleakest spots in Amer-
ica, can feast upon fruits
from California, vege-
tables from every fertile
field, and milk
from the finest
dairy sections.

How much
the world has changed since the first

Thanksgiving Day. How rapidly we are
moving. Yesterday we didn't know of many
things our comfort now demands. Our grand-
mothers feared the canned foods which this
year make a part of every Thanksgiving din-
ner. Only now has science assured us that

they are the safest, most wholesome of foods.

We now know, better than ever before, that milk is the most
important single item in the human diet. We have long known that
it is the most fragile of foods. It needs the utmost of care and
protection. Millions of women are now realizing that Evaporated
Milk sterilized in sealed cans has solved the years-old problem of
safety and wholesomeness in this most important of all foods.

Do you know, what it is ? Have you thought of Evap-
orated Milk as a substitute for milk? It isn't that at all. It is
milk — and it's better milk — pure milk from the best dairy pas-
tures and farms of America — put in a sealed container while it
is fresh and sweet — protected from everything that could impair
its richness and freshness and purity. Nothing is added to the
pure milk. Nothing is removed but part of the water. It is
more than twice as rich as ordinary milk. Evaporated Milk is
richer and safer than any other milk. It is the last step in the
long struggle for an absolutely safe and wholesome supply of
milk for everybody, for every use in every place and season.

and Now

The flavor is dif-
ferent. The distinctive
flavor of Evaporated
Milk has two causes: —
The extraordinary rich-
ness, and the certain
safety — sterilization. If
the flavor seems "queer"
it is only because you
are unaccustomed to it.
When you are accus-
tomed to the flavor and
know the
cause of it,
you'll like the
milk because of

its flavor. Food made with Evaporated
Milk has a flavor that is definitely due to
the flavor of the milk — a rich flavor that
makes the good food taste better.

The modern cream and milk supply.

Evaporated Milk serves in place of cream
— not as a substitute, but as a better item
of food. It has the richness and consistency
you want when you use cream. But it has more than that.
Cream is rich in only one food element of milk — butterfat.
Evaporated Milk has an equal richness but the richness consists
of all the food substances of milk — the substances which make
milk — not cream — the most important of all foods. In coffee, on
cereals and desserts — wherever you use cream — Evaporated Milk
takes the place of cream — with the better richness — at less than.,
half the Cost. It can be diluted to suit any milk need — the cream
is always in the milk — it costs less than ordinary milk.

Safer, richer, more economical, more convenient, more

wholesome than milk in any other form— these are the reasons
why Evaporated Milk has become the favored cream and milk sup-
ply in thousands of homes — why it will be the milk supply in
the future for everybody, everywhere. All grocers have it now.

Let us send you our free booklets demonstrating the

adaptability of Evaporated Milk to every cream and milk use —
an astonishing revelation that will surprise you and delight you.

Eighty-seven and one-half per cent,
of cow's milk is water. . . . Twelve and
one-half per cent, is butterfat, milk
sugar, proteins and mineral salts (solids).

In ordinary milk the butterfat
(cream) begins to separate as soon
as the milk comes from the cow.

Ihis much water
is removed. -

Evaporated
Milk

In making Evaporated Milk sixty per cent,
of the water is removed. . . . Therefore
every drop contains more than twice as
much cream and other food substances.

It is never skimmed milk . . .
the butterfat never separates
. . . the cream is kept in tJ\e milk.

Only Water Is Removed

Nothing Is Added

Evaporated Milk Association

231 So. LaSalle St. Chicago Illinoi

THE SATURDAY EVENING POST

November 26, 1927

j! Style is a matter of course when a man selects Ij
j| these famous Phoenix wool-mixed socks. He jj
|i knows that in this remarkable array of hosiery jj
!; he always finds colors and patterns correct. jj

II PHOENIX HOSIERY

MILWAUKEE

HY ihe JEaundry

There's a laundry service for every family need

C]\/f 3dern laundries offer a variety of services to suit every
Qy rV family need. All-ironed work, partially-ironed work,
and work which returns clothes damp for ironing, are but a
few of the many individualized services available at laundries
today. Phone a modern laundry now. — let them help you
decide which service is best suited to your needs.

5S»

ft

THE SATURDAY EVENING POST

143

If the motor car you are considering is equipped
with a Briggs Body you can rest assured that the style
is authentic, and the quality of an enduring character.

BRIGGS

B O D I E S

T XT /-<

THE SATURDAY EVENING POST

AND

December IO, 1921

M

or

Qhristmas ^ime^

is Qandy ^ime^

What is more thrilling than
Christmas morning and a stocking
filled with candy— childhood
scenes—wonderful surprises —
cherished family ties?
Candy lends itself so splendidly
to the spirit of Christmas. There are
happiness and good cheer in its
very appearance. Truly, Christmas

National Confection
Association and Allied I

would not be Christmas without
candy!

Santa Claus for this one day reigns
an undisputed king. His gifts bring
joy and gladness to every one and
his favorite gift is candy. In no
other form can you buy so much
pure Christmas joy and make so
many people happy. And you know
how good it tastes.

Educational Deeartment,
1627 Locust Street. St. Louis, Mo.

THE SATURDAY EVENING POST

1

Comfort that is
double-stitched in

WHEN you draw up the laces of
your Smith Smart Shoes, the
uppers snug down comfortably and
smoothly to your instep and your
ankle. For these fine shoes are al-
ways cut to accurate size, and their
shapeliness is double-stitched in, to
prevent gaping, or wrinkling, or
pinch-and-stretch.

That's one reason why it is said of
Smith Smart Shoes, "You Can't Wear

Out Their Looks." They fit in the
first place, and they stay fit because
they are made the traditional Smith
way, with tailored linings, counters
of full grain leather, carefulness that
is a Smith habit generations old.

Style? Let your eye decide. And their
good looks go right down into the
fine close fibre of the leather, leather
whose native lustre comes back glow-
ing from even an ordinary shine.

TEN DOLLARS

YOU CAN'T WEAR OUT THEIR LOOKS

This swagger winter oxford is a knockout . . . Imported Scotch Grain with Cordovan Saddle

Smith Smart Shoes

The quality mark of
J. P. Smith Shoe Camp,
Chicago^ Illinois^ makei

th Smart Shoes for
and Women — Dr. A.
Cushion Shoes for Men

SATURDAY EVENING POST

November 5, 1927

MORE

IMPORTANCE
than the

PRICE TAG

It'S almost a daily question —
and it is being answered daily by
literally millions of people whose
intelligence tells them that better
products usually cost more. They
do not expect to buy silk for the
price of cotton — nor "Stainless"
for the price of ordinary steel.

A manufacturer of cutlery first
proved the matter — and today
Stainless Cutlery is in almost every
household.

A golf club manufacturer took his
future in his own hands and de-
cided to make Stainless Golf Clubs
— and golfers gladly pay the
slightly increased cost for clubs
that are practically nick proof —
that are as easy to keep clean as
their Stainless Cutlery.

A manufacturer of shovels found
that it cost 4 or 5 times as much
to make Stainless Steel Shovels as
ordinary ones — but he made them
— and his customers say that they
outlast as many as 50 ordinary

A Manufacturer
says: "I agree that to make my prod-
uct of Stainless Steel would greatly
improve it— but will the Public pay
the higher price I'll have to ask —
that's the question. "

shovels — and established a new
kind of economy.

Then valves were made with
Stainless Steel fittings — in some
cases perhaps slightly more expen-
sive— yet many costly replace-
ments and repairs are eliminated

costly shutdowns reduced to a

minimum! Could there be a better
investment, or a more economical
purchase?

And so it is with gun barrels,
kitchen tools, oven linings, pump
shafts, and many, many products
that are now being made from
genuine Stainless Steel to the great
benefit of Mr. & Mrs. Public —
and the daring manufacturer.

STAINLESS

wfllpYuf Look with confidence
upon articles made from genu-
ine Stainless Steel— if they cost slightly
more in the first place it's because you
are getting a value that will be priceless
in your eyes long after the cost is forgot-
ten and a service which makes that

cost the very essence of economy.

STAI N LESS
STEEL

Stainless Steel is manufactured only under the patents of the

COMPANY, COMMONWEALTH BUILDING, PITTSBURGH, PA

THE SATURDAY EVENING POST

199

Comparison

Automotive engines had reached their highest stage of perfection.
There was but one means of increasing their performance. That
means was to lighten the weight of reciprocating parts — a
LYNITE accomplishment.

Every stroke of an iron piston and rod carries twice the weight of
LYNITE. This extra burden penalizes performance. The power re-
quired to carry the unnecessary load caused by iron pistons and rods
is the power which must be used in realizing the greater speed,
quicker acceleration and vibrationless operation which the driving
public demands. Through LYNITE, power is directed into the
right channels.

By comparison, LYNITE, as a material, contains every essential
characteristic of iron or steel pistons and rods. The fact that it is
a strong aluminum alloy — created by Aluminum Company of
America — and made from Alcoa Aluminum, is the deciding factor
in its acceptance.

The passing of the iron piston and rod is inevitable. Both
motorists and manufacturers recognize, through a decidedly
superior performance, the truly revolutionary qualities of LYNITE.
Compare these qualities and you will insist upon LYNITE in both
your new and present motor cars.

LYNITE PERFORMANCE

Greater speed — more pulling power. Vibration reduced to a minimum.
Several seconds quicker acceleration. Less weight — greater fuel economy.
Less wear on cylinders and bearings. Cooler motor — with less carbon.

PISTONS AND RODS

Eight as a Feather - * - Strong as Steel

L U M I N U M

O M PAN Y

O F

A M E R I C

PITTSBURGH, PA.
ALUMINUM -IN-EVERY - COMMERCIAL- FORM

GOOD-WILL INDUSTRIAL ADVERTISING
(See Page 43]

124

TO GET THE TRAINS

THE SATURDAY EVENING POST

THROUGH . . . SAFELY, SWIFTLY,

November 26, /927

AND ON TIME

On the rhythmic swing of his shovel much depends for the safe, swift, punctual movement of the trains

His Brain and Muscle

build up the power behind the constant movement of the trains

TyAY AND NIGHT the Pennsylvania
JS fleet is on the move ... a Big Parade
of 6700 trains a day.

And behind the constant movement of
the trains is the driving power of man, the
brain and muscle of the firemen, giving
life and power to thousands of these giants
of the rails.

It takes a good man to fire an engine on
the Pennsylvania, and he does a lot more
than feed the fires against the boiler.

For there's a partnership between the two
men in the cab— the man who drives, and
the man who supplies the driving power.

The fireman assists the engineman with a
dozen valves and gauges. He calls each sig-
nal as it flashes up ahead, checking with his
engineman on every point, repeating, tim-
ing, assisting . . . preparing for the day
when he. can take the throttle of his own
locomotive and push out on his own run.

Is it just a job— a weary swinging of the
shovel through the waning, golden after-
noon, the long black night? Or is it a fine
expression of man's triumph in tirelessly
meeting, with the muscles of his body and
the steadfastness of his mind, the ever-
growing needs of civilization?

Leaders of the largest fleet
of trains in America

Broadway Limited

New York and Chicago— 20 hours

The American

St. Louis and New York— 24 hours

r

Liberty Limited

Chicago and Washington— 19 hours

Congressional Limited

Washington and New York— 4% hours

The Red Arrow

Detroit, Toledo, Cleveland and the East

Cincinnati Limited

Cincinnati and New York— 18 hours

Carries more passengers, hauls more freight than any other railroad in America

THE SATURDAY EVENING POST

123

MMPMFYSMQ TME UNCQMB

for many months, but it has been working
all through the summer.

The legal counsel of the committee and
chief of its simplification division is Mr.
Charles D. Hamel, who was formerly the
chairman of the Board of Tax Appeals. In
addition to the regular staff of workers
who are preparing reports and recommen-
dations there is an advisory committee com-
posed of distinguished experts who have
been selected by such associations as the
American Bar Association, the Institute of
Economics, the National Tax Association,
the National Industrial Conference Board,
and the Chamber of Commerce of the
United States.

It ought to be said that these gentlemen,
who can command the highest fees in pro-
fessional life, have been giving their serv-
ices free of charge to the Government as a
public duty. They do not work continu-
ously, but meet at stated times and appor-
tion certain features of the law among the
several members of the committee for spe-
cial reports and consideration. There has
been much complaint that the law as now
on the statute books has been planned
largely by members of the Internal Revenue
Bureau and that the public at large has not
been properly considered. Whether this
claim is justified or not, it is the intention
of the joint committee that when the new
draft of the law is made, if it be made in
accordance with the recommendations of
the committee, no such criticism hereafter
shall be justified.

The Ability to Pay

Those who have criticized the present
law often have little idea of the difficulties
in drafting it in proper form. In one sense
it is easy to simplify the income tax. Any
good lawyer can draw a short form for a
bill, but it will be found that when it is ap-
plied to the millions of different cases which
arise from the different circumstances of
the individuals who are taxed it will work
out among them with great inequity. The
original income tax established in England
more than a hundred years ago was sim-
plicity itself. Its principal provision was
as to the rates, which were a certain num-
ber of pence on the pound sterling. No one
was required to make a return. Most of the
taxpayers did not, and the collector as-
sessed them what he thought proper. If
there was no complaint the assessment was
usually increased greatly the next year, the
collector concluding that the former assess-
ment was too small, otherwise the taxpayer
would have protested. Anything of this
kind would not be tolerated in the present
day.

The first income-tax law that was ever
put in force in this country was levied dur-
ing the Civil War. It was very short and
comparatively simple. It was printed on
two pages of an ordinary law book, but it
came near being a tax on gross incomes in-
stead of net incomes, for few allowances
and deductions were provided. Its inequal-
ity and injustice must have often been ap-
parent, but the fate of the nation was at
stake. The rates were low and patriotic
people were not disposed to contest it. It
lasted for a time after the war, and when its
constitutionality was attacked in the courts
it was declared invalid. It would be valid
now, as the Constitution has been amended,
but if applied to our present rates it would
cause so much hardship and inequity that
it could not be endured. The complications
of our present law arise in a large part be-
cause we have endeavored to do something
that is never thought of in connection with
any other tax. We have sought, in framing
the tax on incomes, to adjust the applica-

(Continued from Page 25)

for such purposes, but each and all of them
have added greatly to the complexities of
the law. These provisions have done much
to prevent hardship, but they have also in-
creased the complaint that the law is too
complicated.

The difficulties in simplifying the income
tax arise also from the fact that income, es-
pecially net income, often involves some
elaborate computations, and it is impossible
to give in a few words a general definition
which will apply to all cases under the infi-
nite variety of our business methods. There
are many good business men who, regardless
of government requirements, could not
alone figure out what their net income is.
In fact, many men fail in small businesses
because they cannot tell when they are mak-
ing and when losing money.

When, to this inherent difficulty, we add
those caused by provisions for allowances,
deductions, depreciations, amortization,
carrying over losses, and exemptions, it is
evident that the income tax will never be a
very simple matter — and it is not, here or
anywhere else.

The practical difficulties resulting from
the allowances and deductions made have
already been mentioned. Yet there is a
constant demand for more exemptions and
more special provisions to make the tax
lighter under special circumstances. Of
course the more of these provisions that are
added the more complicated the law will be.

More than a century ago a canny Scotch-
man, Adam Smith, wrote a book on The
Wealth of Nations. This work was such an
advance on anything that had theretofore
been written that it established Smith's
reputation as an economist all over the
civilized world. The science of economics
has progressed much since that date, but
Smith's work is studied by everyone who
makes any pretense of having made a study
of taxation as well as economics. Among
other principles that Smith laid down, he
stated that taxes should be certain as to the
time and manner of payment, and the
amount to be paid should be clear and
fixed. To these he added that the subjects
of each state ought to contribute to the
support of the government as nearly as
possible in accordance with their respective
abilities; but none of the taxes levied in his
day were based upon the principle of ability
to pay and comparatively few of them are
so levied at the present time.

Simplicity and Inequality

At the time his work first came out, the
income tax, which is based primarily upon
ability to pay, had not been levied by any
government and many of the taxes were
paid by those who were least able to pay,
or at best the wealthy paid only the same
amount as the poor, for there was a heavy
tax levied upon many of the bare necessi-
ties of life. The income tax has often been
criticized because it is not clear and simple.
So far, no one has been able to invent a tax
which would at one and the same time be
clear and simple and also be levied in ac-
cordance with ability to pay, but the income
tax comes the nearest to a levy in accord-
ance with ability to pay of anything that
has been so far devised. In fact, as a general
rule the simplest taxes are those which are
levied without any regard to ability to pay.

Nor should we expect that the income
tax will always work out with perfect equal-
ity between different individuals. We
do not expect it of any other tax. The late
Senator Cummins said in a public address
that the ordinary property tax, which is
levied by all the states of the Union upon
real estate, was one of the most unjust
taxes that was ever devised. Whether this

bringing in any income or not makes no dif-
ference. A business property which is ten-
antless must pay the same tax as one by its
side which is bringing in a profitable rental.
A survey of the taxes paid by the farmers
of the state of New York showed that on an
average about one-third of the net income
of the farmers was required for taxes upon
their farms. By reason of the fact that the
income of the farmer is usually very small,
the tax in some instances may absorb the
entire net income from the property. Nor
is this inequity confined to farm property.
The owner of a little cottage may lose his
job, but he must pay the tax levied upon it
or lose it and he and his family become
homeless. It often happens that the cost
of pavements and other improvements
which are of no particular value to him are
assessed against his property in such a way
as to make a virtual confiscation of it, but
he must pay.

Under Different Circumstances

So far as intangible property is concerned,
for instance, such as stocks, bonds, notes
and securities, the tax upon them levied by
most of the states is not at all "certain," as
Smith recommended. In fact, the only
thing certain about it is that the greater
portion of this kind of property escapes
taxation entirely. All kinds of occupational
taxes work out very unfairly. An occupa-
tional tax on those engaged in the business of
selling real estate is an insignificant matter
to a firm that is carrying on business that
runs up into the millions of dollars annually.
To the young man just starting in business
it may be a matter of business life or death.
But no matter what hardships are inflicted,
as a rule these taxes are paid with little
complaint as to their form or method. We
have had them so long that we have become
accustomed to them and accept them as
inevitable, just as we do the winter's cold
and the summer's heat. Perhaps they are
inevitable, for the perfect tax law has never
yet been devised and never will be; and a
simple tax, if lightly laid, in spite of its
inequities, may be more easily borne than
one that is fairer but more complicated.
Then, too, there are many taxes to which
our business and manner of living have
become to a certain extent adjusted, and
the burden thereof distributed so as_ not
to work a hardship. Besides this, certainty
and simplicity are often to be preferred to
complicated provisions which might work
with greater equality. The tax also may in
some instances be passed on or diffused, but
the theory of diffusion of taxes cannot be
discussed in this article.

It must not be inferred that no effort has
been made for simplification. The fact is
that much has already been done, but it
has been principally in regard to corpora-
tions. The abolishment of the excess-
profits tax was not only a reduction of taxes
but a simplification thereof. This tax is an
illustration of how far the theoretical may
be separated from the practical in matters
of taxation. Theoretically the excess-profits
tax was heralded as an ideal tax because, as
was claimed, it falls only on those who are
making unreasonable profits, who can well
afford to pay, and it will have a tendency
to reduce prices to a reasonable basis. It
was necessary in wartime and brought in
an enormous amount of revenue and, as
nearly all concerns were making large prof-
its in that period, it could be endured. But
in normal times no tax could work more
unfairly. It was levied in accordance with
the percentage of profits on the capital in-
vested in the business. The result was that
overcapitalized concerns paid little if any
of this tax, while those lightly capitalized

Grunt DcK. Pritcfmi
a New Jersey aulont
bile salesman, has oft'
made $2.50 an hour c
Ira hy this easy ivork.

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Ralph Young has noiv
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Now is Your Chance

THE men pictured here are but two
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Men and women alike find in our plan
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the Interesting Details

-CLIP HERE-

The Curtis Publishing Company
295 Independence Square,
Philadelphia, Pennsylvania.

Please tell me all ahout your cash offer.

Name. .

{Please Print Name and Address)

188

THE SMTU EVENING POST

November 19, /927

WHY THE CITIES SERVICE POLICY

Has Won National Approval

"To serve the people of the nation through diversified, essential indus-
tries under unified management" — that is the Cities Service policy.

Now in its 17th year, the Cities Service organization is one of the world's
largest business enterprises — proving the wisdom of its policy and the
efficiency of its management.

To serve its customers, Cities Service has 20,000 trained employees and
hundreds of millions of dollars invested in plants and equipment.

Serving 3000 communities, it supplies yearly 15,000,000 barrels of gaso-
lene, lubricating oil and other products; 1,300,000,000 kilowatt hours
of electric light and power and 73,000,000,000 cubic feet of natural
and manufactured gas. Its properties include 4000 oil wells, 1000 miles
of oil pipe-lines, 7 refineries, 3000 tank cars, a fleet of tank ships and
more than 800 service stations; hundreds of public utility plants,
thousands of miles of transmission lines, 1700 gas wells and 9500'miles of
natural and manufactured gas pipe-lines.

Back of Cities Service products stands a $650,000,000 organization with
more than 100 public utility and petroleum subsidiaries, operating in
32 states and many foreign countries.

From a small beginning in 1910, the idea of one man has been devel-
oped into an organization which now is a dominating factor in three
essential industries — electricity, gas and petroleum.

An important division of Cities Service
is the Oil Marketing Division. Its
service stations can be identified by
the Cities Service Emblem and the
black and white pumps.

The natural gas pipe-line system of
the Cities Service organization covers
territory equal in expanse to the land
area of all England and Scotland.

Among America's leading utilities is
Public Service Company of Colorado,
one of the 100 subsidiaries of Cities Ser-
vice. It serves a population of 400.000
with electric light and power and gas.

i

Send for a copy of "Serving 3000 Communities," an illustrated booklet describing
the growth and activities of the Cities Service organization. It will be sent free upon
request addressed to Cities Service Company, 60 Wall Street, New York City.

adcasting by the Cities Service Concert Orchestra, assisted by the Cities Service Cavaliers, on Fridays at 8 p.m

-ern Standard Time, through the folh. wing stations of the National Broadcasting Company's red network: WfcAE

WLITAVEEI,WGR.WRC,WCAE,WTAM.WWJ.\VSAI,\VLIB,WOC.WCCO,WDAF. KVOO.WFAA, WTIC.

}

More than $10,000,000 of electric and
gas appliances are sold annually by the
New Business Department of the Cities
Service organization.

CITIES SERVICE COMPANY

'Diversified Interests

Unified Control

S<GV>

THE SATURDAY EVENING POST

187

CHIEVEMENT

The choice of LYNITE by the makers of the world's finest
motor cars and every airplane motor except one is international
recognition of an engineering achievement.

These manufacturers possess unquestioned leadership — they
are not the ones stampeded into acceptance of seasonal inno-
vations. Their products are the result of developments which
stand the test of time. Their acceptance of LYNITE is undeni-
able proof of the tremendous value of this contribution to
the new era in transportation. It represents the common utiliza-
tion of highly specialized knowledge and experience.

But it is LYNITE itself that is the true achievement. This strong
aluminum alloy, made from Alcoa Aluminum, has revolution-
ized motor performance.

You are entitled to the specific advantages of LYNITE. In every
price class you will find that the cars receiving the public's
marked preference are equipped with LYNITE Pistons and
Connecting Rods. Demand them in your new car — install
them in your present automobile.

LYNITE PERFORMANCE

Greater speed — more pulling poiver.
Several seconds quicker acceleration.
Less wear on cylinders and bearings.

Vibration reduced to a minimum
Less weight — greater fuel economy.
Cooler motor — with less carbon.

PISTON S AND RODS

£ight as a Feather • * - Strong as Steel

L U M I N U M

O M PAN Y

O F

A M E R I C A

PITTSBURGH, PA.

A i i i M I M i I M • I M • P V P D V .rOMMPRCIAL • F (") R M

ADVERTISEMENTS BASED UPON
AN

INDIRECT APPROACH
(See Page 43)

84

THE SATURDAY EVENING POST

December 3, »927

THE GREAT

E

NLIGHTENER

An Advertisement by N. W. Ayer & Son

It is well to remember occasionally
that creative genius is not a character-
istic peculiar to moderns. . . . Ancient
Greece had incomparable artists. Un-
known Chinese engineers planned the
Great Wall and the Grand Canal — the
only two works of man that are said to
be visible from Mars. Two thousand
years ago Persian shepherds were mak-
ing rugs that are hard for us even
to imitate today. And medicines of
Egyptian physicians occupy a most im-
portant place in modern materia medica.

What characteristic is it, then, that
distinguishes this age of amazing prog-
ress in invention from the sluggishly
moving ages of the past? . . . Does it

not lie chiefly in the fact that
new information of value to
society is no longer confined to
cloistered scholars or isolated groups of
favored classes? Is it not because new dis-
coveries almost instantly become the pos-
session of millions of people whose minds
begin simultaneously to wo?~k upon them ?

Newspapers and magazines yield up
to everybody every last iota of informa-
tion. And everything of value is put
to work the moment it comes into the
modern civilized world.

Consider, for instance, the unanimity
with which the radio has been accepted.
Think of the almost universal adoption
of the automobile as a vehicle — or the

$i!|pjif typewriter as a means of corre-
l|§^ spondence — of the telephone
for direct conversation. Ac-
curate information on the basic prin-
ciples of these great tools of civilization
was divulged to all literate human
beings within an extraordinarily brief
period of time. The great enlightener
was the press !

With this modern world keenly con-
scious of the civilizing and stimulating
power of the printed word, is it any
wonder that great industries thrive on
clearly stated informative advertising?
N. W. Ayer & Son, Advertising Head-
quarters, Philadelphia, New York,
Boston, Chicago, San Francisco.

THE SATURDAY EVENING POST

THIRTY- ONE MEN

THIRTY-ONE men cannot lubri-
cate the ordinary car as quickly
as a five-year-old child can care for
yours — if you own a Packard.

The thirty-one chassis points requir-
ing regular attention are bathed in
oil — the right amount to a single drop
— every morning from the driver's
seat, by an operation as quick and
easy as setting the hand brake.

The Packard "Instant" oiling system
consists of accurately metering drip
plugs at each oiling point, connected
by concealed piping to an oil reser-
voir on the dash. It delivers oil to
each point at one pull of a conve-
nient plunger. Thus Packard makes
chassis care so easy that neglect is
virtually impossible; that wear of
parts is practically eliminated — pre-
cision is protected.

Friction is no respecter of either
quality or price. "Instant" chassis
lubrication is a characteristic of a
modern car. Why pay for precision
and then be unable to retain it except
at a great sacrifice of time and money?
Why not enjoy the mental and
pocketbook comfort which comes
with Packard ownership?

The Packard chassis oiling system is
a completely built-in feature, and is
found in its thoroughness and work-
manship on no other car. Any
Packard dealer will gladly show you
how it provides freedom from
squeaks andrattles ; easy, comfortable
riding and steering; reduction of
maintenance expense; longer life and
higher resale value for your car.

A phone call to your local Packard
dealer will bring a car to your door.

PACKARD

H E

MAN

WHO

OWN

THE SMTV RDJIY EVENING POST

213

ii y

'What on earth do you want with it?"

. ... BY A HUSBAND

"This is the story of an argument I had with my wife — and
lost. I might have won if she had not been helped by an
advertising booklet that a salesman for an electric ironer had
left with her.

"My objections to buying the ironer were
gruff challenges. Her reasons were reasons.
She knew why she wanted an ironer; she
knew how she'd use it; she knew where
she'd put it — and backed her reasons with a
printed booklet that had an answer to all
the objections I thought of — and to a lot
that didn't occur to me.

"To my vague guess, "We haven't enough
room for it,' she pointed to the photograph
of the machine and read aloud the caption,
Tt occupies less than three square feet.'

"I warned her that the laundress would probably scorch my
shins on it. She quoted a page proving that scorching was

TO MERCHANTS. MANUFACTURERS,
PRINTERS. AND BUYERS OF PRINTING

For years the S. D. Warren Company has studied
ways to make direct advertising doubly effective.
The results of this wotk ate contained in a series
of books on various phases of direct adver-
tising. Copies of these books as issued may be
obtained without charge from any paper mer-
chant who sells Warren's Standard Printing
Papers, or by writing S. D. Warren Company,
101 Milk Street, Boston, Mass.

PrintinfjPapers

This mark is used by many good primers to identify
productions on Warren's papers. These papers are tested
for qualities required in printing, folding and binding

impossible. Finally, I imagined it would use too much electric
current. And she countered with a printed statement of exactly
how little the machine would use.

"If I were a woman, I'd seek and save the
folders and booklets manufacturers print. I'd
use them when discussing with my husband
things to buy.

"If I were a salesman or a manufacturer,
I'd never try to sell a woman anything
without leaving some well-printed literature
that restated my case for the army of doubt-
ing Thomases, sisters, husbands, that often
block sales when the salesman has gone.

"And, finally, I'd print that literature on _
paper that would make a woman hesitate
before throwing those printed pieces away.
Who had the last word in our argument? I did.

It was:

"'Oh, all right; go ahead and buy it!'"

WARREN'S STANDARD PRINTING PAPERS •{ better paper - better printing}

214

THE SATU RDAY EVENING POST

N ovember 19, 1927

Dorit Jorget

^°WrAquaVelva after shave!

Let's assume you've had a perfect shave Williams

can tell you how to get one! Your face is smooth, in fine con-
dition. Will you keep it so?

What to do?

Splash on Aqua Velva! It's the most thoroughly scientific
after-shaving preparation ever made. You'll be keen for its
sparkling tingle. It wakes the skin and livens it. It gives a
perfect finish to the shave. And it does far more than that.

Aqua Velva protects the skin

Remember the newly shaven skin is the unprotected skin.
Aqua Velva gives protection — from dust and germs, from
wind and weather— scientific, adequate protection. It con-
serves the skin's natural moisture, keeping it youthful, flexi-
ble, resilient. It prevents chapping. It helps to heal those
tiny nicks and cuts, seen and unseen, that your razor leaves.
>i» >f» v»

You haven't known real Face Fitness until you join that vast
army of men for whom today the Aqua Velva after-shave is
as important as the shave itself.

Try Aqua Velva. A week will show how worth while it is.

Williams
Aqua Velva

For use after shaving

50 cents a bottle, or
FREE TRIAL SIZE if you will ask for it.

Address, The J. B. Williams Company-Dept. 411B
Glastonbury, Goon.. U. S. A. — Montreal, Canada

To a Benevolent Despot

MY HAPPINESS depends so much
On what you do!
I never guessed it would be so,
I never knew.

It used to be my own to make,

Or go without —
My happiness. Now, you can take

A fear, a doubt,

A sudden frown, a pout,
And put my gladness out.

My happiness depends on you.
So, please, be careful what you do!

— Mary Carolyn Davies.

Romany Road

/WANT to go down a Romany road,
But doubt if ever I will;
Cross sedge and brake and circle the lake

And climb to the top of the hill,
Where lilies grow and where roses blow,

And the dells are bright with dew.
But it wouldn't be a Romany road
Unless I went with you.

I want to go down a Romany road,

But doubt if ever I may;
Through swamp and swale and along the dale,

A new and a trackless way,

Pas! fishing streams where the moonlight
gleams

A tangle of rushes through.
But I couldn't find the Romany road
Unless I went with you.

I want to go down a Romany road,

But doubt if ever I can;
By fen and dell where the pixies dwell,

To the home of the fairy clan.
With a fife to play I might make my way

Where the lights are far and few,
But what the good of a Romany road

U nless I went with you ?

—L. Mitchell Thornton.

To

DEAR , I've seen a thousand lyrics
Addressed to your unspoken name;
A thousand odes and panegyrics

That give you everlasting fame. t

Who are you, , that thus incog

You thrill the poets of all ages?

What beauty sets them all agog

To rhapsodize you in their pages?

Dear , / worship from afar;

I yearn to love you to excess;
Oh, please, please tell me who you are!

And — more important— your address.

— Norman R. Jaffray.

THE SATURDAY EVENING POST

(More Than Tu

Seven Hundred and Fifty Tho

nd Weekly)

IS fully protected by copyright and nothing that appears in it may be reprinted,
either wholly or in part, without special permission. The use of our articles or
quotations from them for advertising promotions and stock-selling schemes is
never authorized.

Table of Contents

November 19, 1927
Cover Design by Bradshaw Crandell

SHORT STORIES PAge

The Travel Test— Charles Brackett 10

Abracadabra — Frederick Orin Bartlett 12

The Old Man of the Sea— Leonard H. Nason 16

Sleeping Dogs — Bernard DeVoto , 18

The Jointed Account — Oma Almona Davies 20

Double or Nothing — Octavus Roy Cohen 24

People Against Meade — Thomas McMorrow 26

The Chances are All Against You — Ruth Burr Sanborn ,45

ARTICLES

To Make Prosperity Permanent— Samuel Crow ther ' 6

Submarines — T. P. Magruder, Rear Admiral U. S. N , 8

A Cook's Tour— George Rector 14

London Americans — Maude Parker j 15

Why it Costs So Much to Eat— James R. Crow/ell ,,22

Air-Traveled Germany — W. Jefferson Davis (28

The Complex of Radicalism — Gilbert Seldes ¥85

In the Wheat Pit— James A. Patten 38

Let's Play Store — James H. Collins 43

The Remuda— Will James 208

SERIALS

Grandfathers Will be Grandfathers (In two parts) — Horatio Winslow . . 3

The Prince Serves His Purpose (Second part)— Alice Duet Miller .... 30

The Border Jumpers (Conclusion) — Hal G. Evarts 32

MISCELLANY

Editorials » 34

Short Turns and Encores ' 36

Talking One's Way — Freeland Hall 151

Getting On in the World 210

The Poets' Corner 214

A REQUEST FOR CHANGE OF ADDRESS must reach us at least thirty days
before the date of issue with which it is to take effect. Duplicate copies cannot
be sent to replace those undelivered through failure to send such advance notice.
With your new address be sure also to send us the old one, inclosing if possible your
address label from a recent copy.

ADVERT IS DIG OF PRODUCTS USED IN THE MANUFACTURE
OF OTRER GOODS
(See Page 43)

THE SATU RDAY EVENING POST

A s

A

Charming Home

'HAT a pleasure for the
woman of taste to know that the
interior of her motor car reflects
the charm of her home! Re-
flects, too, the charm of velvets
more beautiful than those used
by the famous cabinetmakers
of the Italian Renaissance!

Motor cars upholstered with
CA-VEL afford this unique satis-
faction. Never were velvets
more animate with color-tones,
more richly glowing, more yield-
ing and comforting — or possessed
of a beauty longer lived, more
eternally appealing. Never have
velvets so well reflected the

home in the motor car as those
known as CA-VEL.

It is not surprising that many
women, before purchasing a car,
inquire if its interior is uphol-
stered with these velvets of
enduring beauty. Innumerable,
car interiors are beautified by
CA-VEL — as are innumerable
homes. Interior decorators find
in no other fabric the same de-
sirable combination of richness,
beauty and endurance. And
the majority of fine-car manu-
facturers have come to this
conclusion too. Collins &_
Aikman Corporation, Estab-
lished 1845, New York City.

\ W

VELVETS OF ENDURING BEAUTY

32

THE SATURDAY EVENING POST

November 26, 192

It Came On Like a Sentient Thing-
Small'Brained Primeval Mo

TN THE bleak conventionalism of nomenclature
I made necessary by the complete obliteration of
l_ every minor topographical feature, battalion
headquarters for the night of the 14-15 Septem-
ber, 1916, had been fixed at S-ll-b-4.2; in a shat-
tered ex-German trench system between the two
patches of splintered tree stumps known familiarly
as High Wood and Devil's Wood on the bare downs
north of the Somme. The fitfully illumined mid-
night darkness permitted only staccato silhouette views of
the locality as, having ascertained that the four com-
panies were duly gone to ground in the fragmentary
trenches and more or less linked shell holes they were
temporarily to occupy, the adjutant returned stumblingly
and cursingly to the colonel and the major second in com-
mand. Those two officers, their faces dimly visible by the
glowing cigarette ends under the flatfish shrapnel helmets,
were seated at the timbered orifice to an ex-German dug-
out; an attempted investigation of the interior having
induced a unanimous and emphatic preference for the
open air.

"All 0. K., sir," reported the adjutant.
"Good," said the colonel. "Now we've nothing to do
but wait."

"They've got us here early this time," remarked the
major. "I hate this confounded waiting, but it's better
than scrambling into position five minutes before zero
hour like we did a fortnight ago."

The adjutant seated himself on a pile of the plentifully
strewn semi-eviscerated earth sacks that had made a
barricade, filled his pipe, lit it cautiously in the conceal-
ment from the enemy afforded by the former parados of
this all but flattened trench. He also hated that con-
founded waiting— that waiting in which it was better not
to think. To the westward their own artillery was engaged
in a methodic bombardment which had already lasted
three days. Near and far the blackness was torn by guns
firing in stabs of flame, and a slamming as of iron doors, by
howitzers discharging in a great livid blaze and heavy
double detonation. To the eastward the enemy artillery
replied perfunctorily in similar flashes, similar slams and

it Were Hesitating — Nc
tokened to a Dull Vind

v Resuming a Slow But Relentless Progress Uncannily Suggestive of Son
ctiveness Jtgalnst a Puny Humanity That Had Usurped the Earth

Eiruttmim cMmmtum

LLUSTRJ1TED

HENRTT J. S O U L E If

Every now and then one of those waitings changed its
note to an ugly hissing rush, descended to terminate in a
sudden brevity of reddish flame, a deafening crash, more or
less close to them. Their own shells were falling on a
diversity of map-deduced targets, some far away in a
closely calculated search for the hostile batteries, for
suspected concentration points, for the roads and tracks
and communication trenches by which reliefs and ration
parties would be in nocturnal activity; others— the ma-
jority—disrupting in ever-renewed twinkles of flame, in
vindictive multiplied explosions, along the enemy position,
whence the flares tossed upward nervously and incessantly.
From where the adjutant sat he could see those flares in-
numerably repeated to right and left, from horizon to
horizon, the nearer ones shedding a milk-white ghastly
glare as they popped into intense incandescence and
hung driftingly, those more remote dwindling into the
semblance of low bright stars that dropped and soared
again.

So, every night for two fantastic years, those baleful
lights had risen and dropped and risen, illuminating the
rigid horrors of a narrow no man's land, on a contorted
line that stretched from Switzerland to the North Sea— a
line that, despite fearful and prolonged intensifications of
conflict, now here, now there, monstrous paroxysms of
effort from now one side and now the other, was still un-
broken and scarcely modified. To the adjutant, puffing
at his pipe in a stomach-sinking tension of the nerves-
God, how he hated these waits before zero hour!— the im-
mensity of that unending battle in which he was but one of
millions of ciphers imposed itself not for the first time in an
overwhelming awe. It seemed a conflict as of invisible
detonations. Overhead, uncanny wailings crossed each space-filling gods, transcending the mere humanity they

A flat-helmeted soldier arose in the darkness fror
the adjacent shell hole where the headquarter
signalers had established themselves, saluted in
stolid normality of discipline.

"Brigade wants to speak to adjutant, sir."
He got up stiffly, went into the shell hole, squat
ted to exchange a few words over the Held telephoni
With a fierce downward rush, a violent crash,
random high-explosive shell burst a dozen yard
away, blew acrid smoke over him as he returned to th
colonel. He cursed irritably.

"Brigade has just had aircraft report, sir. They sa
there are three more suspected machine-gun nests i
S-6-c— warn us to look out for them." He switched on th
shaded electric lamp at his belt, picked up the folded-bac
map in its leather case, likewise at his belt. "No change i
zero hour, sir," he added, as he bent down to the map.

"Ruddy machine guns!" murmured the majoi
"They're stiff with 'em again, I suppose!"

"Deuced hard to spot, too," said the colonel equablj
"Particularly their latest dodges. Typical bit of boch
thoroughness, those deep shafts with a counterpoise lift t
shoot man and gun up to the surface the moment th
barrage passes. I give full marks to brother Fritz fo
doing his job properly."

"Damn him!" added the major, with emphatic sin
cerity. In a former existence he was anxious to resume a
the earliest possible moment, he had been a stockbroker
and he was unable to share the regular soldier's detacher
professional admiration for the painstaking efficiency c
the enemy.

The adjutant looked up from his map. "Here we an
sir," he said. " Between their first and second lines. Tha
makes eight nests reported there, and God knows h<H
many more besides! I'll warn the companies." H
scribbled four notes on his message pad, addressed their,
called sharply: "Runner!"

Another flat-helmeted soldier appeared out of the dark
ness, took the messages, saluted, vanished.

"Show me where they are," said the colonel. "Con
found them!" He looked with interest on the torch
illuminated map filled with a complicated network of re.

164

THE SATURDAY EVENING POST

November 5, 192

Coacl} (Dork by (Hurray

Copt. 1927. The Murray C. of A.

THE SATURDAY EVENING POST

163

(Continued from Page 160)

iat distance across. The sandy floor re-
eled evidence of considerable travel by
.ck rabbits, coyotes and desert foxes.
"One thing sure, ponies," he said, "if
e don't locate this alleged spring seep,
Du're going to be a brace of almighty dry
lyuses before we can make it back and
own the west slope to the Armajo Tanks,
ut this is the place, according to specifi-
itions," he announced, as he observed old
orse signs left since the last flood water
ad come boiling down the barranca to
bliterate all signs.

His horse pricked its ears alertly and in-
•eased the measure of its pace. A hundred
ards farther and the animal dropped its
ead and sampled the sand with a long in-
ike of breath and an explosive exhalation,
len pawed tentatively at the dry surface.
"Sub-surface moisture, eh?" Carson
sked. "Step along a bit farther, horse,
nd we'll maybe strike live water."
This prediction was verified. Round the
ext bend the sand was moist, and fifty
ards beyond that point a tiny pool of
■ater sparkled in a pothole of hard clay. A
rickle of water drained into it. Above, for
nother twenty yards, there was a series of
uch tiny pools, none of them exceeding
wo feet in diameter and ten inches in
epth. The walls of the barranca were now
f rock and rose forty feet on either hand,
nth a gap of less than six feet between
hem at the top. A rock ledge some twenty
set in height blocked farther progress, its
iwer half moist from the little trickles of
/ater that issued from a crevice and poured
iown the face of it. Carson dismounted,
nd while his horses drank thirstily he in-
pected a series of ancient stepping places
hat had been hewed in the face of this ob-
tructing ledge, gripped one with his hand,
ilaced his foot in another and so mounted
t. Beyond,. the narrow floor of the barranca
yas dry as the desert.

"So this," he said, "is the fabled Apache
Spring. Small wonder the troopers be-
ieved that the Armajos were ghost moun-
ains and that any body of Apache hostiles
hat managed to beat the cavalry into these
lills after an outbreak were able to turn
nto cactus plants until after the soldiers
lad departed. Up to this day, it's not likely
,hat any white man outside of Carlos Mar-
,in ever set eyes on it prior to my own
idvent just now."

Carlos had related to him the tale of the
)ld Apache hide-out and the old-time rumor
)f Apache Spring, a spot no man had
ound. An Indian with a trace of Mexican
ilood, long a retainer of the elder Martin,
lad led Carlos to the spot, thus verifying
;he rumor of its existence. He gazed up
it the narrow opening between the walls of
;he barranca, the thickets of brush on either
land almost meeting.

"A hundred Apaches could hide out here
without a body of cavalry being any the
wiser," Carlos said. "They could scatter
ind come across rocky stretches without
their moccasins leaving any tracks and
join at this spot, dropping down the walls
and leaving no tracks either up or down
the course of this wash. No man would
ever suspect water here, and unless he cut
his way through fifty yards of chaparral
and struck the edge of this place within
twenty yards so he could look right down
on those spring pools, he would just never
locate it. An Apache was safe enough from
pursuit once he got into the Armajos after
a raid. Ghost mountains for sure; they'd
evaporate all right— a whole war party—
and leave the bluecoats guessing. Small
wonder the earth seemed to swallow those
desert marauders whenever the cavalry
chased a parcel of 'em into the Armajos.
I wonder, now, where old Miguel had his
still."

Carlos Martin, returning after the years,
had visited thisspot, to find the old native—
the only other human aside from himself
who knew its location— eking out an exist-
ence by moonshining at Apache Spring.
He had supplied Miguel with funds and
made him cease operations. Carson moved

hundred yards and located the spot. Two
fifty-gallon barrels, a small copper boiler, a
coil and some other paraphernalia graced
the spot. The barrels were still filled with
a sour-smelling mash that had foamed over
and leaked down the sides. Moonshining
in the arid regions of the Southwest was a
most hazardous pursuit, with small chance
of successful operations, as Carson well
knew. The officers, knowing the location
of every water hole, had only to visit them
systematically when there was an influx of
moonshine in any given locality.

"That wouldn't hold good here, how-
ever," Carson said. "Old Miguel had
water, fuel and materials ready to hand.
He could make his mash out of agave
plants, run off a few gallons of mescal and
peddle it among the Chollos in Armajo for
sufficient to keep him in grub, clothing and
tobacco. I expect it looked like a good
living to him after being deprived of a live-
lihood with the Martins. He packed those
barrels here in a knocked-down state and
set 'em up again. One thing, he had a plant
where any officer would never think to look
for it. I wonder where the old rascal is now
since Carlos is gone with the rest of the
Martins. He may come back and go into
business again. Anyway, Apache Spring
will make me one satisfactory headquar-
ters for a while."

Three days later, an hour before dawn,
having left his horse concealed in a mes-
quite thicket under the rims, he descended
the trail on foot to a point perhaps a quar-
ter of a mile behind the ranch house.
Throughout that period he had waited
with such patience as he could muster for a
steady wind from the east. The dense
chaparral would conceal him from the sight
of the human occupants of the ranch, but
the wind, if at his back, would carry his
scent to the two savage dogs in the ranch
yard and their actions would betray his
whereabouts. He turned to the south and
worked his way through the dense mes-
quite and other brush toward the point
where, on the day of his ascent from the
ranch, a gentle depression in the brush
tops had indicated a long, narrow dip in
the surface. Its upper extremity had
terminated at the rims of a tiny box canyon
that fell away to the south. The sun rose
before he had made much progress and the
chaparral was so dense as to render prog-
ress almost impossible at many points.
Inch by inch, he worked toward his goal.

" If a shift of wind doesn't give me away
to that pair of man-killers down in the
yard, I'll make it at the rate of fifty yards
an hour— provided my skin holds out."

Eventually he reached the rim of the
little box canyon and peered down into its
floor, which was clogged with almost im-
penetrable jungles of chaparral. Then,
cautiously, he worked down its rim toward
the ranch. It required the better part of an
hour to cover the necessary distance. He
was then but approximately three hun-
dred yards up in the hills behind the ranch
buildings at their base. The little box can-
yon—which, at some time during the past
centuries, had been the course of the spring
creek that now trickled down the gulch
that led directly into the ranch yard-
opened into the flats some three hundred
yards south of the buildings. From where
Carson stood on its north rim, a sag in the
brush tops angled obliquely down toward
the ranch. Carson dipped into a generous
notch where this sloping depression joined
the rim of the canyon. This basin was
perhaps thirty feet across and largely free
of brush.

He halted before entering it. This, un-
doubtedly, was near the exit of that old
route of escape planned by the original
grantee, to be used by the survivors in case
of a successful hostile siege and sacking of
the hacienda. Did the present occupants
know of its existence and make use of it?

"Take it easy and cautious-like," he ad-
vised himself. "Remember that Carlos
Martin failed to return."

Presently he descended,, parting the
brush cautiously, and entered the little

on the south. On the north the opening
was flanked by a rocky bank some eight
feet in height and covered with a matted
jungle of brush.

Behind a thick clump of mesquite he dis-
cerned a narrow orifice some four feet in
height by less than half that width. He had
to force his way between the bank and the
brush to reach it.

He flashed his torch into the narrow
opening. Both its roof and floor pitched
abruptly downward and he made the first
descent of perhaps a dozen yards. Then
the floor widened, flattened out somewhat,
and some object reflected the rays of his
flash torch.

Arrayed against the side wall were sev-
eral dozen small cans and several that were
larger. Also there were three small wooden
kegs.

"They know of this outlet, right enough,"
he said. " A food cache. But it's not being
used — this tunnel. It's likely they're hold-
ing it in reserve for a get-away. Food
enough here to keep several men for a week.
Anyway, it's certain evidence that the trail
is open and hasn't caved in since Carlos
rambled through it as a youngster."

He moved on past the food cache and the
orifice dropped away sharply. Following it,
he found it narrow and with the ceiling so
low that he was forced to bend almost dou-
ble to traverse it. He examined the roof
and found it to consist of slabs of rock.
There were many sudden twists in the
passage. The original builder of this ranch
house had merely cleaned out the course of
this pitching coulee, deepening it slightly
where necessary, roofed it over with flat
rocks and earth and permitted the chaparral
growth to cover it.

"Just a dog hole to make use of if the
Apaches sacked the place," Carson said.
"Constructed with the least possible labor
and still open after nearly a century. I
have a feeling that it's going to cave on me
any minute." He shivered slightly. "Be-
sides, I'm a cow prod, not a miner; and I
have a feelingthat there's rattlers, scorpions,
centipedes and tarantulas by the score just
a-waiting to drop down my neck."

The greater part of the passage pitched
downward at an abrupt angle, some of it so
precipitous that the hard earth of the floor
had been cut into stair steps, now crumbled
away, and rendered descent a risky matter.
Rocks, caving in from the sides, had littered
the floor, and this loose matter rattled
down ahead of him with an alarming
amount of sound. Silent progress was
manifestly impossible.

"I can't traverse this snake hole without
making as much clatter as a cavalry
charge," Carson lamented, as a volley of
loose rocks preceded him. "Anyway, since
Paige knows about this alleyway, it's a
cinch he's fixed it so that anyone can't
come romping in for a visit. And it's his
outside activities I'm chiefly interested in.
A man might go sliding down one of these
chutes and find himself clamped in a bear
trap. I've learned as much about this hole
as it's feasible for me to absorb in one les-
son. Besides, I can feel myself breaking
out into a cold sweat."

He returned to the opening and pressed
aside the brush at its mouth, heaving a sigh
of relief as he attained the outer sunshine.

"Snakes," he remarked, "and all other
underground denizens certainly have my
heartfelt sympathy from now on out. I'd
rather die in the open than to go on living
in a haunt like that. I'll rest up here for a
piece to quiet my poor jumpy nervous sys-
tem and then work back up and across to
the trail. But I'll have to lay up until
nightfall before mounting on up to my
horse. I could hardly make it stick with
Mr. Paige that I was prospecting for a lost
mine so close back of his house. All I have
to pray for now is that the wind holds
steady from the east until sundown. A
down-country shift of wind now would
certainly carry tidings of me to those
dogs."

For perhaps an hour he reclined in the
little open pocket. Then he moved to its

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132

THE ^ATURDSIV EVENING POST

November 26, 1927

Xjdt J^irst Impressions Speak in Your Jutvor

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THE SATURDAY EVENING POST

131

How charmingly and spontaneously, with what carefree gaiety yon smile
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Smile of Youth

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You can have it always if you keep the mouth glands active

F

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hppha thp Mouth Glands voune * *

188

THE SATURDAY EVENING POST

November 5, 1927

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WHO USES
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AND WHY!

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THE SATURDAY EVENING POST

THE SATURDAY EVENING POST

163

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164

THE SATURDAY EVENING POST

November 19,

At the Gateway to a Continent

"The new 35 Story Newark Central Building will be the
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derful group of skyscrapers in this new busi-
ness center of New York.

Park Avenue's two broad roadways will be

carried right through the building, one pass-
ing to the west of the Grand Central Terminal
for southbound traffic, and the other to the east
for northbound traffic. The two levels of New
York Central passenger tracks will be directly
under the building.

At the Gateway to a Continent, the new
NEW YORK CENTRAL BUILDING will house
the executive offices of many national business
institutions, and thus further increase the con-
venience and utility of the Terminal for the
millions of New York Central travelers who
pass through it each year.

New York Central Lines

BOSTON & ALBANY- -• MICHIGAN CENTRAL ■ * • BIG FOUR- ' - PITTSBURGH LAKE ERIE

NEW YORK CENTRAL AND SUBSIDIARY LINES

Twentieth Century Limited ■■■ Chicago • •- JVeiw York
Southwestern Limited • ■ ■ Sf. Louis • • • CHew York •

• ■ J^ezv England
■ JYew England

THE SATURDAY EVENING POST

47

UICK'S outstanding beauty,
comfort and value still fur-
ther reveal the pronounced
advantage of Body by
Fisher. For Fisher contributes im-
portantly, of course, to the indisputable
leadership of Buick. Every Buick closed
car is equipped with Body by Fisher —
and that body is as good, or better,
than you will find on most other
"cars for which you must pay far more.
This greater value of the Fisher Body
leads straight back to the resources,
the manufacturing ability and the high-
ly developed efficiency of the Fisher
Body organization. When you buy a car
with Body by Fisher, you inevitably
obtain more beauty, more comfort
and more durability for your money,
as Buick so emphatically proves

GENERAL MOTORS

dyby

FISHER

48

THE SATURDAY EVENING POST

November 5, 1927

This new Swiss

food-drink

Banishes
Afternoon Fatkue

Picks you up when you're feeling "low" . . . both mentally
and physically. This 3-day test will convince you

Do you have "let-downs" during the day . . .
times when your mind and body turn logy and
drows) — in spite of yourself?
Seven out of ten people do. Thus they are handi-
capped by slowed-down energy and lack of pep !
Now modern science offers you a natural means
to keep you " hitting on all six"— every minute
of the day. A way that picks you up almost
instantly. Both mentally and physically.
It is a delicious new food-drink called Ovaltine.
Not an artificial stimulant. But a quick build-
ing-up beverage. Doctors advise it.
Thousands of successful people everywhere
now drink Ovaltine regularly at home. In their
offices. At soda fountains. It rejuvenates. It
sets tired minds a-sparkle. We urge you to
make a 3-day test.

Cause of login ess How Ovaltine overcomes

Nine times out of ten, mental and physical
" let-downs" are due to overstrained nerves or
digestive unrest — or both.
Delicious Ovaltine instantly overcomes this
trouble. This is why:

First — It digests very quickly. Even in cases
of impaired digestion.
Second — It supplies yoursys-
tem with certain health-build-
ing essentials which are often
missing from your daily fare.
One cup of Ovaltine has ac-
tually more food value than
12 cups of beef extract.
Third— Ovaltine has the
unusual power of digesting

OV/ILTIN

4 to 5 times its own weight of other foods you
eat. Hence digestion goes on speedily and effi-
ciently. Quick assimilation follows, which is
restoring to the entire body. Frayed nerves
are soothed. Your mind clears and your body
responds. You become alert, both mentally and
physically.

Doctors recommend
You will like the flavor of Ovaltine. Unlike any
drink you have ever tasted. It contains no
drugs. It is the special food properties — and
absolutely nothing else — that bring its wonder-
ful results and popularity. In use in Switzerland
for over 30 years. Now in universal use in
England and her colonies. More than 20,000
doctors recommend It. Not only as a quick
" pick-up" food-drink, but because of its special
dietetic properties, they also recommend it for
sleeplessness, nervc-stiam, malnutrition, back-
ward children and the aged.

A "3-day test
Drink a cup or glass of Ovaltine whenever you
feel low or nervously tired. See how quickly it
picks you up. There is a new zest to your work
— to all your daily activities.
That is the experience of most Ovaltine users.

All druggists sell Ovaltine in
4 sizes for home use. Or they
can mix it for you at the soda
fountain. But to let you try
it we will send a 3-day intro-
ductory package for 10c, to
cover cost of packing and mail-
ing. Just send in the coupon
with 10c.

I took Ovaltine and
after a week's trial had
mnre pep and energy.
You must quote me as
an ardent subscriberof St.
Howard Courtad,

Cleveland, Ohio

Send for 3-day test

After I had taken Ovaltine
four or five times I felt like
turning handsprings. It was
the first time in 15 years that
I have felt that peppy.

Clyde Stondes, ,£
Elkhart, Ind. ?

'■I i.

THE WANDER COMPANY, Dept. P7
180 N. Michigan Ave., Chicago, III.
I enclose 10c to cover cost of packing and
nailing. Send me your 5-day test package of
j Ovaltine.

j Name

I Street

I City.

(One package t

CMYUW dOENMY MqELMOY

(Continued from Page IS)

But after a while I decide that I was hired
for to work and ride horses and not act as
no fly cop, and if Mr. Hannigan is doing a
little cheating — well, he is getting away
with it anyways, and probably no worser
than lots of others in the business; so what
is good enough for a big man like he should
ought to be all right for a new beginner.

When I see Hannigan next he starts right
in to slip me that old oil. "I'm sorry, son,"
he says, "that I lost my temper and lit into
you the way I done."

"Oh, that's all right, sir," I answers. "I
guess it was coming to me."

"The fact of the matter," he goes on, "is
that Andy Flood is a kind of a relation from
my wife's; and as things has been breaking
tough for him of recent, I been trying to
help him out a bit. See?"

"That's sure kind of you, sir," I says.
"With a bunch of beagles like Flood has,
it's no wonder things is tough."

"True enough, Johnny," he says; "but
still we must do what we can to help the
misfortunate. I wonder now if you would
like to do something for Flood this after-
noon."

"Sure thing I will," I replies. "What
is it?"

"It seems that Flood has got that thing
he calls Red Ike entered in the seventh
race," he says, "and as he hasn't got no
boy, I thought it might be good experience
for you to take the trip, besides being a
favor to Andy."

"I certainly will," I replies; "and if
none of his legs drop off I will have him up
there for a piece of the money, anyways, or
wear my arm out trying."

"Oh, you needn't do anything desper-
ate," he says. "They tell me this horse
sulks and won't run good if you pull the
bat on him. Besides, he is still a little
short and Andy is running him today more
for a work than anything. Understand me,
Johnny?"

He looks at me hard and I look back at
him hard. "Sure I understand," I answers;
"he gets a nice work and not nothing else.
You watch me, Mr. Hannigan."

"You watch yourself, Johnny," he says.
"The horse was third his last out and it
wouldn't look so good if he was to be too
far up the track this time."

So when Flood throws me up that after-
noon he only says to me, "You know what
to do?" And I just nod. And I keep my
eyes open good at the gate, and when I
think the break is coming I give this Ike a
yank with one rein, so that when the web-
bing goes up he is swinging sideways. Then
I straighten him out, and as the rest are
well away and not no chance of catching
them, I go to work on him and ride him
nice and look like I am hustling to beat
hell. So we make up a lot of ground and
finish fourth or fifth, I forget which, and I
don't get even a dirty look from the stand.

At the barn that evening I ask Hannigan
have I did all right and he forgets about
his bluff about not having no personal in-
terest in the horse. "You near give me
heart failure," he says. "Only for the luck
of him being so slow getting away, he
couldn't of helped copping all the money
with the ride he got."

"Well," I replies, very cocky, "I guess
the gate is as good a place to snatch one as
anywhere else, isn't it? How would he get
away good when I have his head twisted
sideways?"

Hannigan looks awful surprised at that.
"Gee, son," he says, "you're not near the
sap that you look. You sure fooled me
good, and I thought you had forgot what I
told you and were trying all you knew with
him."

"Listen, Mr. Hannigan," I says, "I don't
forget them kind of things. I may be
young, but I know more'n you think. You
tell me for to work a horse, I work him;
you say to win with him, and he wins if he
has enough foot to do it. You're the boss
and what you says goes."

"Very good, Johnny," he replies. "You
sound like you might yet be the makings of
a rider; because the first two things a suc-
cessful jockey must learn is both to always
obey orders, no matter what. And the
third thing, Johnny, is to always keep his
mouth shut under all circumstances."

"That's me then," I says, "because I
already know real good how to do the first
two, and the only way I could be any more
shut-mouthed would be to talk on my
hands like these deef-and-dummies."

And from that day on Hannigan never
even tries toexplain how I am to do anything.
So a few days later I ride this Ike again,
and this time I don't get him left, but
steer him into a nice tight pocket instead.
And the following week I have him once
more and break him on top and run him
the first half so fast that he is through for
the day when we hit the eighth post.

Then one morning Hannigan says, "I
think that Ike horse is due to cop today,
Johnny. Set him down hard and see that
he don't have none of that hard luck he's
been running into lately."

So I keep him out of all trouble and rate
him along nice behind the pace till we turn
for home, and then I start knocking on him
and get him up to win by a short head,
which is just as good as twenty lengths and
looks even better. And as the saps by this
time is tired of wasting their good jack on a
dog like Ike, the pay-off is better'n nine for
one.

All I have been able to gamble personal
is the only two bucks I got; but Hannigan
and his bunch clean up plenty, I guess.
He is all smiles that evening and says,
"Here, Johnny, Andy Flood was so pleased
with that nice ride that he sends you this
twenty-five for yourself."

And believe it or not believe it, I am still
such a farmer yet that I thank him kindly
and think what a generous man he is, not
stopping to figure that even at regular
rates for the four trips I have rode, I am
gypped for about thirty bucks. Still, what
would I of cared anyways? With close to
half a hundred in my kick I am prepared to
stake Henry Ford to laundry money, and
I hustle downtown that night and get me
the swellest checked suit sixteen dollars
ever buys, and a pink shirt and horse-
shoe pin to wear in the bosom of same, and
enough other junk to stock a five-and-ten.

Now if I was to tell you even the half of
what comes off during the following three
summers, it makes a book as big as four
Bibles and is sufficient evidence to get me
ruled off every track in the country for life
and a thousand years after. From Balti-
more to Windsor I ride the horses Hannigan
tells me to, and I ride them the way he
wants. Which is some trick, too, because a
lot of those lizards would of been far more
at home in some good zoo than on a track.
Gee, I've rode the kind that come snorting
out like a man-eating tiger and then curl
up like caterpillars as soon as something
looks them in the eye. And I've rode the
kind that will limp to the barrier as if what
they needed was two pairs crutches and a
wheel chair, and then turn it on like Man
o' War as soon as the latch clicks. And
I've been on the sort that are sent so
hopped that a soda fountain and a white-
apron cowboy is all they lack of being a
complete drug store.

And the stuff that is got away with by
Hannigan and the half a dozen other
owners that are in with him is something
delicious. They don't overlook a single
thing, that bunch, and any time they pry
the elastic off and lay it on the line, the
horse they are betting on is so close to being
already in as nobody's business.

We don't do but very little fancy work
with any of the Spargus horses. The prices
aren't sufficiently juicy for one thing. Our
stock is a great favorite with the gambling
public all over the circuit, and old Spargus
hisself sets it in pretty heavy at times; so

(Continued on Page SO)

THE SATURDAY EVENING POST

153

BFUGGS

B O D 1 E S

Due to their many admirable qualities in
beauty, style and durability, many of the world's
foremost motor car manufacturers have
adopted Briggs Bodies for their 1928 models.

BRIGGS MANUFACTURING COMPANY, DETROIT, MICHIGAN

154

THE SATURDAY EVENING POST

December 5, 1927

ETHYL

Ethyl is best
for cold weather, too

^outthatV^tV

Your car needs Ethyl Gasoline this winter.

You need Ethyl's extra power to negotiate
roads that are muddy and snowy and slushy
... to keep in high and get away faster in
winter traffic ... to reduce engine strain . . .
and, most of all, to "knock out that 'knock'."

The ingredient in Ethyl Gasoline— tetraethyl
lead— which made Ethyl the best summer fuel
makes it best for cold weather, too. It's the supe-
rior high-compression fuel for all seasons. And if

you have one of the new high-compression
engines, Ethyl will give you a still greater thrill.

Ride with Ethyl the year round. This
improved motor fuel is on sale at thousands
of pumps throughout the United States and
Canada which display the "ETHYL" em-
blem shown above. Fill your tank today.

ETHYL GASOLINE CORPORATION
25 Broadway, New York City 56 Church Street, Toronto, Can.

ETHYL GASOLINE

C01COTTITY ADVERTISING
(See Page 43)

152

THE SATURDAY EVENING POST

Novem?er S> 1927

T

O

eadership

ot the least of the benefits which
the public at large gains from the
leaders in any community is the
inspirational value of the lives of
these successful men.

Gordon M. Mather, president of The Mather
Spring Company of Toledo, has not only
created out of his own energy and persever-
ance one of the largest spring manufacturing
establishments in the world, but he has
shown how success may be achieved without
those special advantages which men so
persistently seek as the touchstones to
achievement.

Industry, initiative, executive ability, and
personal integrity of the highest order, all
strictly individual equipment, plus the co- •
operative forces which are the common
property of everyone in Toledo, have revealed
in the life of Gordon M. Mather that a
"self-made man" is more than a trite term.

The principal product of The Mather Spring
Company is automobile springs, which most
often lose their identity when assembled into
the innumerable cars in which they are used.
The motorist who enjoys the comfort and
dependability of his automobile does not
often know that he is riding on Mather
Springs. So the product, like the man, suc-
ceeds strictly because of inherent merit.
There is nothing to prevent any automobile
manufacturer from making his own springs,

or buying them
from various sources,
except the universal-
ly conceded belief
that Mather Springs
are better.

Before he came to
Toledo, Mr. Mather
lived and worked in
other cities — always,
as here, expressing his
public-spirited ideals
in the tangible form
of active and result-
ant work for general
good. In 191 1 he or'
gani?edThe Mather
Spring Company of
this city. It started
with approximately
50 employees in a
single small building.

Today it occupies a large group of modern
factories and its pay roll numbers hundreds
of skilled workers.

Men like Mr. Mather are successful wher'
ever they may be because with them success
is measured by sincerity and eifort rather than
dividends, but Mr. Mather found his great-
est measure of success and prosperity here
because Toledo offers to him and offers to all :
The third largest railroad center in the U. S.
One of few natural harbors on the Great Lakes.

Gordon Mather

'-President
THE MATHER SPRING COMPANY

This is the seventh of a series
of advertisements on Toledo
Leadership. The preceding ones
featured:

The Air'Wav Electric

Appliance Corporation

Air-Way Sanitary System
for Home Cleaning

Toledo Scale Company

Computing Merchandise
and Postal Scales, and Au-
tomatic Dial Industrial
Scales, in capacities up to
60,000 pounds

Champion Spark Plug Co.
Champion Spar\ Plugs

The DeVilbiss Company

Atomizers, Perfumizers,
and Spray Painting Equip-
ment

The Electric Auto-Lite Co.
Automobile Starting, Light-
ing and Ignition Systems

The Willys-Overland Co.

Willys-Knight and Whippet
Automobiles

Closeness to center
of population.
A nationally recognised school system.
A municipal university of first rank.
A greater percentage of home-owners than
any other city of like size.
An art museum endowed with more than
ten million dollars.
Moderate climate the year round.
Stores, churches, manufacturing sites and
facilities — a comprehensive, fully rounded and
intensively developed, progressive community
of more than three hundred thousand people.

The Industrial Department of the Chamber of Commerce is prepared to furnish complete facts ' L

and information about Toledo, and offers assistance to businesses both large and small. Give it W

the opportunity to explain Toledo in terms of benefit to you. Your inquiry will be held in £

strict confidence if desired. Address The Toledo Chamber of Commerce, Toledo, Ohio, U. S. A. JJ

T^/ie Toledo C hamher of Commerce

THE SATURDAY EVENING POST

151

44

I bought it because

There is something
in this razor that tugs at
men's hearts and hands

MAYBE my parents were Scotch . . . maybe
I'm from Missouri . . . but when I went into
that drug store for a new package of Roughneck
Blades the last thing I planned to buy was a
new razor.

"'Mornin',' said the druggist; 'seen the new
Schick Razor? They ask five dollars for it, but
it's a buy at twice that price.'

'"No razor's worth five bucks,' I told him.
'How do they get that way?'

"He picked one up from the show case shelf.
It was bright, shining like a fine precision tool.
It had a heft to it, a sturdy feel of something
that was meant to work and b'gosh would!

"Deftly he dropped a clip of twenty blades
into the handle.

"'Do you see how the blades
are changed ? ' asked my druggist
friend. 'You pull out the handle
... so. Now shove it in . . . so.'
Click! The old blade tumbled
out on the counter and a new one
slid in place like a Rolls-Royce
calling for milady.

"'That IS nice,' I said, half to
myself. 'How does it shave?'

'"Right down to the skin-line!'
he grins. 'Feel my chin. Smooth
as a powder puff, and I haven't
shaved since early A. M.'

"That was weeks ago.

I've used it every morning since.
And I'm still on that first batch
of twenty blades.

"Friends drop in. Conversa-
tion gets around to one thing

/ couldrit resist it

99

Just look at a Schick! You'll want it instantly and your friends will ,

I happy suggestion for your Christmas list.

or another. When I mention that
I've got a new kind of razor they
look rather wise and smile indul-
gently, as though I'd fallen for a
new kind of gold brick.

"That is, until I show the
Schick to them, and they get their
own fingers on it. Then they hate
to let go. And that night or early
the next day you can see them
making for any store that looks as
though it sold razors.

"They may hesitate a minute
or two when the dealer first passes
the Schick over the counter. But

To change blades, simply pull and push the
plunger. A new blade slides into sharing posi-
tion. Old blade drops out.

only until their hands touch it. It's too late then."

The reason for all this? You'll understand . . .
once you step into a store and get the feel of
a Schick Razor yourself. If your dealer has not
yet received his supply, one will be mailed you
complete with twenty blades on receipt of five
dollars and the coupon below. If you prefer your
Schick in heavy gold plate, send us seven dollars
and a half. Magazine Repeating Razor Company,
285 Madison Avenue, New York City.

Magazine Repeat
285 Madison Av

ng Razor Company
nue, New York City

Please send m
close: □ ?5 for
heavy gold place.

* a Schick Razor complete with 20 blades. I en-
razor in heavy silver plate □ $7.50 for razor in
□ Extra clip of 20 blades 75c

r.Mr -

Dealer's Name ■

In Canada: silver-plated razor uitb 20 blades, $6.50; gold-plated, $10.
Extra clips of 20 blades, fi.oo.

CanadU

n Distributors T. S. Sirnms cV Co., Ltd.

St. John,

Montreal, Toronto, IVtnnipeg, Vancouver

ICK REPEATING RAZOR

192

THE SATURDAY EVENING POST

November 19, /927

SEVEN 'LEAGUE BOOTS

QROGRESS travels in seven-league boots at Coral
Gables. In six brief years it has grown from a fine
citrus fruit grove to a prosperous city. From a won-
derful adventure in creative development it has be-
come a well balanced, splendidly matured residential community.
Its high ideals of architecture and landscaping have been care-
fully preserved, and Coral Gables' greatest claim to distinction
rests on the fact that its giant strides in progress and growth
have been from the beginning evenly paced by its winged achieve-
ment in beauty.

Today Coral Gables — a unit of Greater Miami — co-partner in all
of the pleasures which Miami possesses— gives a new note and
value to the seasonal invitation extended by all Florida cities to
winter visitors. In successfully building a better suburban city
for its twelve thousand residents, Coral Gables has mastered the
art of caring for the requirements of welcome guests. Its six
fine hotels, with the famous Miami-
Biltmore as the leader, will rank favor-
ably with the best in Florida.

Coral Gables offers the lure of ocean-
bathing at Tahiti Beach, of pool-bathing
at the beautiful Venetian Casino or
Miami-Biltmore Country Club. Golf
in hazardous variety may be enjoyed
on two 18-hole and one 9-hole courses.

Coral Gables has six fine hotels, with the magnificent
Miami-Biltmore at the top of the list. Also eighty apart-
ment houses, furnished with every appointment and con-
venience for immediate occupation, and hundreds of
private homes which may be leased by visitors. For rates,
booklets, and complete information regarding these, or
for any other information, write today to the Chamber
of Commerce. Or if desired, address the secretary of
Kiwanis, Lions Club, City Club or American Legion.

Tennis calls from twenty courts; horseback riding, bowling,
baseball and other sports — more enjoyable in winter here be-
cause you are denied them at home — heighten the pleasure of
every hour of the sunshiny day. Evening dances under the
palms round out the overflowing measure of the ideal vacation.

Florida at its most appealing and best is Coral Gables. Here
tropical beauty and delightful climate beckon one to outdoor
life — the charm of coconut and royal palms; of hibiscus,
bignonia, oleander, and jasmine abloom in winter; of alluring
vistas of Spanish plazas against backgrounds of azure skies.

The magnificent growth of Coral Gables has attracted country-
wide interest. Experts in city-planning come to study the re-
markable results of unified scheme and design; master architects
come to see the maturing of distinctive types and color effects;
the landscape artist to learn new ideas in group planting and
tropical coloring; the business man or
the craftsman to seek opportunity.
But far greater in numbers, are the thou-
sands of visitors who seek the ideal winter
vacation or rest, and who come for the
real enjoyment which Coral Gables
affords in unstinted measure. Coral
Gables welcomes all— its portals are wide
open— the latchstring hangs outside.

Coral Gables fBl cMiamuyia)

THE SATURDAY EVENING POST

191

Howard correct time is broadcast at 9:15 Sunday evenings,
8 :30 Monday evenings and 9 : 00 o'clock other evenings, Eastern
Standard Time. You may rely on Howard accuracy for check-
ing your timepieces through the following stations:
WEAF WTAlM WDAF WCAE WOC

WRC KSD WJAR WSAI WEEI

WW J WGY WFI WLIT WEBH

Howard Watches are priced from Sixty
Hollars upward. The price of the new
Tuscan model illustrated is Sixty Dollars.

"WHAT'S THE RIGHT TIME?''

"My watch is a little fast"— "Mine's a trifle slow"— "I set mine
last week, guess it's nearly right"— •:• * Men who own Howard
Watches do not guess. They know they have the right time all
the time. * * Howard Watches are made with extreme preci-
sion, and are patiently adjusted to heat and cold, to isochronism,
and to three or five positions — so that men may rely implicitly
upon them. * * It takes longer— about a year all told— to
make and adjust a fine watch to so high a degree of ac-
curacy. And, while this means that a Howard's price
must be a little more, its daily cost during its life-
long service is less than your newspaper. * * On
those not infrequent occasions when exact time
saves embarrassment, confusion and delays,
possession of a Howard Watch is a source
of unbounded satisfaction. **'+•'*

THE

HOWARD watch

KEYSTONE WATCH CASE CORPORATION • ESTABLISHED 1853 • RIVERSI DE NEW JERSEY

THE SATURDAY EVENING POST

199

And now General Motors announces
a $2,250,000 plant in Atlanta

What does it mean
to you men who produce the
Nation's commodities — this
decision of one of the great-
est industrial organizations
in the world to establish a
large plant in Atlanta?

First, it is definite proof of
the tremendously increased
buying power, the respon-
siveness of the South as a
market. Second, it is positive
evidence of the outstanding
production and distribution advantages that
have made Atlanta the industrial headquar-
ters of the South.

For General Motors knows! Few organi-
zations have a sounder knowledge of busi-
ness conditions. Few organizations have the
same facilities for gathering market data,
for analyzing every element of success from
raw material to point of final sale.

General Motors knows! And from this
knowledge, based on cold facts, came the
decision to establish a great Chevrolet As-
sembly Plant in Atlanta, employing many
hundreds of men, with an annual payroll of
several million dollars.

"A plant in your city became not only a possi-
bility, but a necessity", states Mr. W. S. Knudsen,
President and General Manager of the Chevrolet
Motor Company.

Over 870 National corporations have also found
an Atlanta branch plant, warehouse or sales office
a necessity. One after another, analyzing the po-
tentialities of the South and bent upon the task

of finding the location offer-
ing the best production and
distribution advantages, they
have selected Atlanta.

Here in one location they
found abundant raw mate-
rials. The finest type labor
in the world, — willing, intel-
ligent Anglo-Saxons. Plen-
tiful plant sites. Ample
hydro-electric power. Lower
building costs. Invigorating
climate, permitting efficient,
year-round production. These factors mean
lower production costs in the center of a
great and prosperous market, coupled with
unequalled transportation facilities — 8 great
railroad systems, with 15 main lines.

Perhaps you need the proven advantages
of Atlanta location in your business. With-
out obligation and in the strictest confidence,
we will gather for you the necessary infor-
mation relating to your market possibilities,
production costs and other factors in which
you are interested.

The information will be authentic.

Write INDUSTRIAL BUREAU

J 788 Chamber of Commerce

Atlanta

Industrial Headquarters of Uic South. .

200 THE SATURDAY EVENING POST November 19, 1927

In the
TROPICAL ZONE

FLORIDA.

Where the COCONUTS GR0\V°

JC/ve This Winter Under
Summer Skies

Climate "'Health,'"Romance'" Adventure

/* Jm "HIS year more than ever before,
a /^ you'll enjoy your winter in
Miami. Beginning early in No-
vember, the Miami season will be featured
by an unprecedented series of major events,
with every facility for individual enter-
tainment and recreation ready for the
hundreds of thousands who have already
announced their plans for being here.

Twelve Sporty Golf Courses have been condi-
tioned to perfection — the Fishing Fleets are en-
larged and improved — Tennis Courts are ready
for the winter tournaments— Polo Fields ap-
proach green velvet perfection — Horse Races will
start on schedule. You'll enjoy the surf — the
pools— -Jai Alai matches, yachting, flying—
every other out-door sport. Here is a rendez-
vous for young America — haven of reft and
recuperation for the tired business man who
seeks harmonious surroundings and congenial
companionship— who would add years to his
life through the benefits of this tropic climate.

Transportation and Accommodations

Luxurious and Economical
Miami can accommodate one hundred thousand
visitors at one time and do it well. 136 modem
deluxe hotels overlooking Biscayne Bay and the
Atlantic Ocean. 1200 Apartment Houses located -
on Bay or River, and in luxurious tropic settings.
Five thousand furnished cottages and residences
for rent at the most reasonable season rentals.

Rates have been revised, reduced and standardized by the
Hotel and Apartment Men's Associations and quota-
tions are guaranteed by the City of Miami
Plan now to come by fast deluxe through Pullman
— by one of the world's finest and fastest coastwise
steamers — by motor, over the new "Highway of
Palms" along America's Riviera, the East Coast of
Florida — or by air.

For your convenience the City of Miami maintains
the following booking offices, where you may make
hotel or apartment reservations or receive authentic
information :

For descriptive Booklet, address

Chamber of Commerce, Miami, Fla.

CITY COMMISSION OF MIAMI, FLORIDA

WORLD'S
GREATEST
WINTER
RESORT

(Continued from Page 198)

Alfredo was nervous, flushed alternately
with fear and hope. Little Amby had said
to him, "You are going to be shocked
when you learn the true character of some-
one you know very well. Keep yourself
in hand."

Foster, the broker, came from the crawl-
ing elevator. He walked through the lobby
to the entrance on West Broadway. He
paused in the doorway; a woman rose
from a lounge and joined him. They went
together into the street.

Alfredo caught Little Amby's arm. "But
that girl!" he exclaimed incredulously.
"Who is she?"

"Come ahead," said Little Amby. "If
we lose them we won't be in at the death."

When they gained the sidewalk the
couple they were following were a hundred
yards away. They pursued them at a dis-
tance along West Broadway to Thomas
Street, where the couple turned westward.
They had disappeared when Little Amby
and Alfredo Meade rounded the corner.
Thomas Street, between West Broadway
and Hudson Street, is less than three hun-
dred feet long, and it seemed that the
couple had turned again and followed Hud-
son Street.

"Hurry!" said Alfredo.

"No, we dare not risk being seen," said
Little Amby. "But there's a taxi stand-
ing on the corner; we'll take it and travel
in comfort."

They approached the taxicab and were
almost within hailing distance when it shot
away from the curb. There was a struggle
going on in it; a stifled cry came from it
and one of its panes crashed outward. The
battle was still at issue when a police car
which had come unnoticed along Thomas
Street darted after the taxi like a stooping
falcon and crowded it to the sidewalk.
Little Amby and Alfredo came up. Fos-
ter,'the dealer in stolen bonds, was stand-
ing on the walk: he was breathing heavily
and touching with tender fingers a jagged
scratch on his cheek.

"Got them, officer?" cried Little Amby.

"And the bonds, too," said the supposed
receiver of stolen goods with grim satis-
faction. "He took it like a sport, but she
lit into me. Just as well; there's no ques-
tion now about the driver being in on the
job. Here's our friend the General."

The General, in the grasp of an officer,
alighted from the cab. He was followed by
a screaming, fighting creature with whom
he was remonstrating

"Be nice, Lily; can't you? Show them
you're a lady and above them, or I'll haul
off and put a slug on your eye myself."

"There — there he is!" gasped Alfredo
Meade, shaking Little Amby's shoulder.
"That's the man I told you about — that's
John Tillt Andress!"

"He's also the clever gentleman whose
poison pen parted you and Mrs. Meade,
and whose poison tongue tried to whip you
up to the murder of Soapy Heywood,"
said Little Amby, pulling him away.
"We'll have Mrs. Meade look at Lily
Mayer, and we're going to discover, I'll
wager, that she was the lady your wife sus-
pected. And there's no doubt about his
being the party who was outside the win-
dow of Ma Bonn's back room that night;
we have proof of that."

" But how did this General arrive to have
the bonds?" asked Alfredo later.

"Let me give you the theory that I set
out to the district attorney," said Little
Amby.

"The developments are all consistent
with the idea that the General and Heywood

were in cahoots — fellow conspirators, so to
speak, Mr. Meade. They had planned
to betray the gang to the authorities. It
is fair to suppose that the scheme was
originated by the General; he was in the
original mob and had been pinched out —
they weren't going to give him his bit, be-
cause of some delinquency. He brought
Heywood in to act as a cat's-paw and take
the odium and danger of being a traitor,
while the General, who was to be paid the
twenty-five thousand dollars in rewards
by the insurance company, would requite
Heywood with a small percentage. Hey-
wood was to deliver to the police the rob-
bers, the receiver, the broker in stolen
bonds, and— can you imagine such an in-
sulting misconception? — me!

"Heywood, however, was nobody's fool,
and tried to double-cross the General and
cabbage the rewards himself. I happen to
know that he went to the insurance com-
pany behind the- General's back; he
seized a chance to get into your home,
thinking that you might have had a piece
of the job. He didn't know the exact
story of the robbery.

"The General, finding that he was being
undermined, planned the death of Hey-
wood. With the idea of inciting you to
murder, or at least to a course of action
that would confuse the investigators, he
sought to inflame you with hatred of Hey-
wood.

"At the dinner party in Ma Bonn's a
warning was given to Heywood that his
plans had been discovered. When he
sought to flee under cover of darkness he
was met at the window by a revolver thrust
through the bars against his chest. He
was mortally hit, but turned for the door
and fell there after firing one shot."

"From my revolver?"

" Yes. He had taken it from your apart-
ment, expecting to need it."

"But the bonds?" persisted Alfredo.

"He thought he was discovered in his
treachery — he made an attempt to take
the bonds with him. He snatched them
from the drawer, jumped to the window,
thrust the bonds through the bars "

"Why did he seek out the window?"

"He thought the bars were cut. That
he was to be afforded that avenue of es-
cape was part of the plan. I think so; he
evidently knew that the bars were cut. He
jumped to the window, pushed the bonds
through to free his hand, seized the bars
to pull them aside, and was shot. His
body obscured the flame. By the way, how
are things between you and the bank?"

"We are quite companionable, I thank
you," said Alfredo, rising to leave. "How-
ever, it is not necessary that we are so
intimate, because soon I shall return, by
advice of my father, to Cuba with my dear
wife."

"Fine," said Little Amby, shaking
hands. "Sugar planter, isn't he? There's
not much sugar in the banking game for a
young fellow."

"I have had much pleasure in meeting
you, sir," said Alfredo. "You will let me
know what expense I have incurred with
you?"

"I'll let you know if I have difficulty
collecting from the insurance company. I
made a little arrangement with them,"
smiled Little Amby.

Note — The dangerous criminal known variously
as Henry Greening, General Green, John T. An-
dress, and so on, was indicted for the murder of
George, alias Soapy. Heywood. but was not brought
to trial. His offer to plead guilty to receiving stolen
goods was accepted. One reason for this leniency
is thought to have been information given by him
to the authorities and leading to the arrest and ruin
of the notorious Ma Bonn, which was not long de-
layed. Author.

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80

THE SATURDAY EVENING POST

December 3, 1927

cThe oldest house in America

f-ho built it? No one knows. It
is so old that even its age has
been forgotten. The first deed for it
was recorded in 1 590, when the Monks
of Saint Francis owned it. Before
Jamestown was settled, it was the
home of the Deputy of Florida.

All the world has been told about
Florida's wonderful climate— the life-
giving effects of its sunshine. And
almost always Florida has been de-
scribed as a new state. A paradise that
for nearly four centuries was unheeded
— undeveloped — almost unknown.
. . . Yet cities were founded in Flor-
ida before the rest of America was
explored. And these ancient, storied
cities are one of Florida's greatest
attractions.

Along the Florida East Coast are
towns that carry you to Europe for
comparison. Their churches were
built during the Spanish occupation.
Their fortresses have withstood three
centuries of attacks ... by pirates,
French Huguenots, English free-
booters and colonists from Carolina
and Georgia. Fernandina, St. Augus-
tine, New Smyrna, St. Johns Bluff —
in the district surrounding these places,
America began.

In the center of this district,

Jacksonville is a logical starting point
from which to visit these ancient
settlements. It is a city of modern
hotels. A flourishing business center.
A delightful city in which to live.
Paved roads radiate from Jacksonville
in every direction. Five navigable
streams call you to weeks of cruising
through the St. Johns river-country.
Golfing, swimming and fishing are
year-round pastimes.

From New York to Jacksonville, the
round-trip steamship fare is now only
$65.81. Tickets cover all expenses,
"including meals and berth, and the re-
turn trip can be made as late as June
15 th next year. Rates from other
northern points, by rail as well as by
boat, have been proportionately
reduced.

Let us give you detailed information
about Jacksonville — its hotels and
their rates, and the cost of spending
a vacation here. This winter, thou-
sands will make Jacksonville their
headquarters, from which to visit
the East Coast and the St. Johns river-
country. Join these thousands! Before
you plan your vacation, write for an
illustrated, descriptive booklet! Ad-
dress Believers in Jacksonville, P. O.
Box 318, Jacksonville, Florida.

Believers in

acksonvilljL

AN ASSOCIATION OF REPRESENTATIVE BUSINESS
MEN INCORPORATED FOR THE SINGLE PURPOSE
OF COMMUNITY ADVERTISING. AFFILIATED WITH
JACKSONVILLE CHAMBER OF COMMERCE."

BEEM TMMCIKB EM THE BMOW

(Continued from Page 23)

bears, without, however, catching a glimpse
of their makers. That region was again
productive in the shape of a big buck track
and the trails of two bull elk. My com-
panion followed the buck while I elected
to take up the trail of the elk. After riding
on their tracks for two miles, I dismounted
and followed them on foot for an hour . It was
a bright winter day, the temperature hov-
ering round zero, which was unusually warm
for that time of year, and the sun's rays
were reflected from the snow with dazzling
intensity. For a space I was almost snow-
blind when crossing open expanses, but the
condition was somewhat relieved when the
way led through timbered stretches. The
tracks crossed over a pass and pitched down
into a canyon of such dimensions that it
was no part of my plan to enter it.

Returning along a route roughly parallel
to my in-trail, it was not long before I
crossed the tracks of two deer and, accom-
panying them, the footprints of my com-
panion. He had jumped them and they
had crossed behind me. He rejoined me at
the spot where my horse had been left, and
we elected to ride down by a different route
instead of the way by which we had come.
Not another sign of game did we encoun-
ter, and just at dusk we made our way
down through a break in the last rims, rode
out into the open bottoms and headed for
home. A neighbor of my hunting partner
had commissioned us to hang up a deer for
him if the opportunity offered within a rea-
sonable distance, saying that he would pack
it in later. He had specifically stated that
if we should encounter game at any great
distance we were to refrain from shooting
anything for him.

When within a mile of his land we en-
countered a buck track that led down from
above and headed out across the open snow-
covered flat at right angles to our course.
There was no deer in sight between us and
the far edge of the timber. The track was
somewhat blown over, evidence that it had
been made some time before. That would
have been the last of it except for the fact
that within thirty yards we found the
tracks of a wolf in the bottom of a shallow
depression, andthistrackwasfresh. Wolves
were extremely rare thereabouts and it in-
trigued us. There was no wolf in sight
across the white flat; nevertheless, we de-
cided to ride out into it a short distance to
determine whether he had turned up coun- .
try or down. We had covered perhaps
seventy-five yards when the nature of the
tracks was suddenly altered. The animal
had whirled back upon his course in a sharp
V, heading back for the shelter of the hills
from which he had come, and he had de-
parted on the run.

"He saw or heard us coming and took
back to the hills on the jump," I commented.

A Neighborly Met

My glance strayed again across the open,
and suddenly I stiffened to amazed atten-
tion. There was a little sag in the flat, and
there, standing in the open and not twenty
yards from us, were a dozen or more mule
deer. The sag was barely of sufficient depth
to have prevented our seeing their heads
or backs as we rode at the base of the hills
a hundred yards away. They were looking
directly at us and it flashed to my mind
that while I could see them in their entirety,
they could see only our hats.

Hissing sharply to my companion, I
swung from the saddle. Two steps took
me within view of the deer. They had burst
into full flight the instant our heads dis-
appeared in the act of dismounting. Sev-
eral broke back to the left and I dropped
two. Upon wheeling round to see how my
companion fared with the deer that had
fled to the right, I was just in time to see
him make a marvelous shot. The safety on
his rifle had caught, but he managed to
slip it. A deer was running at right angles
a hundred yards away, traveling in great

leaps. The first shot stopped him at the
very top of a bound and he collapsed in
mid-air much after the fashion of a shot
quail. At the eleventh hour we had ful-
filled the injunction of the neighbor who
had wished us to kill a deer for him if one
proved available near his home. These
were virtually in his back yard.

The tracks showed that these deer had
started to cross that open flat in our direc-
tion, but had stopped in that shallow sag.
The buck, coming from the opposite direc-
tion, had joined them. One might have
hunted that flat for jack rabbits, but he
would not have chosen it as a likely place
in which to prospect for deer. Save for
that wolf track, which was the only one I
saw during that whole year, we would have
ridden past that band of mule deer in the
dusk without sighting them.

On another occasion the same man who
accompanied me that day started up to
hunt for a deer behind his ranch. He was
shod with moccasins and they afforded but
a poor grip upon the loose snow and steep
sidehills. He had decided to turn back
before climbing to the hunting country,
shoe himself differently and return another
day. Heading back toward home, he found
himself face to face with a fine bighorn ram
in the foothills three-quarters of a mile
from his cabin, and proceeded to bag that
noble trophy forthwith.

Just Around the Corner

Within a mile of that spot, at another
time, I was wandering round a curving
ridge with nothing much on my mind and
without having seen so much as a track in
the snow. Stepping to the edge of the rim,
I allowed my gaze to rove idly over the
country below. Then my glance shifted to
my very feet, so to speak. The rim was
sheer for the first ten feet, with the slope
pitching down abruptly from the little
shelf at the base of the drop. And there,
reclining comfortably ten feet below me, a.
bighorn ram slept undisturbed. Later in-
vestigation revealed the reason why I had
seen no tracks. The ram had come in from
the direction in which I was heading and
he had followed round that little shelf under
the rim. It was getting late in the winter
and the ram's scalp was beginning to bleach
out to grass color, worthless as a trophy,
. and as I did not feel inclined to shoot so
rare an animal for meat, the ram was left
unmolested.

It is the uncertainty, the occasional un-
expected incident of that sort that lends
fascination to hunting, that serves to lure
one on and on through the hills. Just one
more ridge, then one more valley. There is
always that optimistic whispering that suc-
cess will favor one just round the bend or
over the next divide. Invariable success
would tend to make hunting too cut and
dried, reducing it to routine. Huntinir fail-
ures, therefore, might properly be classified
as relative successes, since they tend to
serve the purpose of keeping the interest
whetted to a razor edge. The trophy, even
if of the same merit, is the same only in its
relation to other factors. For example, I
have been in a country where mule deer
were so plentiful and easy to secure that
shooting one, dressing it out and trans-
porting it to camp became a task similar
to butchering a beef. The element of un-
certainty, and therefore of sport, was elim-
inated, reducing it to work. On the other
hand, after having hunted fruitlessly for
long, I have seen the time when all my
thoughts centered upon securing a deer no
matter what the effort.

In other words, while a deer is always
technically a deer, to the hunter it is a deer
only in relation to the time, place, particu-
lar need, consideration of the difficulty in-
volved in securing it and a host of other
factors that pertain to the moment. That
is equally true of any game, large or small.
(Continued on Page 82)

THE SATURDAY EVENING POST

79

Deep in the wilderness the
wolverine hunts his lonely
way across mountain and val-
ley— taking what he wants,
master of all in the forest.

A Car for the Ends of the Roads

For the man — or the woman — who tires of the sleek smoothness of pave'
ments and city streets, who seeks heart's-ease where the highway becomes a
road, and the road a far trail — for such as they the Wolverine was built.
5 Sturdy — sure-footed — fast — alert — quick to start and quick to stop — cush-
ioned against road roughness by extra long springs — the Wolverine is a car
for all of America. 5 -And it is priced for all Americans — $1195, at Lansing,
plus tax. Try one today. You'll find
it the kind of car you'll like to own.

at Lansing, Plus Tax

6 cylinders
uheel, hydraulic, internal brakes
y-bearing crankshaft
Cam and lever steering
Complete equipment from
bumper to bumper

LV ER1

REO MOTOR CAR COMPANY

Lansing — Michigan The newest AMERICAN car by one of the oldest AMERICAN builders

THE SATURDAY EVENING POST

131

Jvye a lifetime in Southern California

and you'll not see all its natural ivonders

YOU must come to Southern California
— seeit,absorbit — toestimateitsfasci-
nation. Think of swimming in the Pacific,
lunching at one of the world's finest ho-
tels, picking oranges, then climbing snow-
bound mountainsforskiingor tobogganing
— all a few miles afart! The thing is to
come out this winter! Know it yourself!

Motor the 5,000 miles of Southern
California's fine highways through fruit-
laden orange, lemon and avocado groves.
Drive into Owens Valley and get the un-
forgettable picture of the High Sierra —
winter-blocked by forbidding snows — or
intoYosemite by the new all-year highway .

Spend hours of wonderment in Old
Spanish Missions. Be sure to plan visits
tosuch beauty spots asSanta Barbara, Ojai,
Laguna, San Diego, Riverside, Redlands,
SanBernardino! Each an indelible memory.

Join those who find complete refresh-
ment of body and mind in the unique
glories of the strangely beautiful desert.
Visit Death Valley, now readily accessi-
ble, and as amazing as it is spectacular.

Let the magic of Palm Springs lift you to
a different world . Look up, from theresorts
of theCoachella Valley, to thesheerescarp-
mentofMt.SanJacinto.withitjgiantsnow
crown. The Sahara itself is not more al-
luring than this American desert of yours.
Play golf on championship ever green

courses. Go to a polo match in the after-
noon. See the great East-West football
classic in Pasadena's Rose Bowl on New
Year 's Day and the Los Angeles Open Golf
Tournament, January 6-7-8. Take in Holly-
wood for an evening among the moving
picture stars and see scores of interesting
people that you've read about.

And, the billion-dollar oil fields! Go
down to Signal Hill, near Long Beach.
The wells are as thick there as trees in a
pine forest. During 1926 these wells
helped contribute 122,584,276 barrels to
the richness of Los Angeles County.

Come out this winter — and put new joy
and new ambitions into your life!

Los Angeles — the Pacific Coast metrop-
olis— is ideal headquarters. From here,
all Southern California is quickly acces-
sible. Return home via Santa Barbara,
Oakland, San Francisco, Portland, Ta-
coma, Seattle, and Spokane. Visit the
entire Pacific Coast for small extra cost.
Consult your nearest railroad ticket office
for rates and reservations.

When you have read this message, fill
in the coupon and mail it. It will bring
you one of the most complete books on
all-year vacations ever printed. 52 pages,
illustrated, tell you just what to see and
to do in this strange land of oranges,
palm trees and Old Spanish Missions.

Califoi

ornia

San Fernando — one
of the many fascinating
Old Spanish Missions

AU-Year Club
of Southern Cali-
/ fornia.Dept.B-12,
/ Chamber of Com-
merce Building, Los
/ Angeles, California.
/ Please send me your free
booklet about Southern Cali-
fornia vacations. Also book-
ts telling especially of the artrac-
s and opportunities in rhe coun-
hich I have checked.

..v

□ Los Angeles

□ Los Angeles Sports

□ San Bernardino

□ Orange

□ Santa Barbara

□ San Diego

□ Riverside
U Ventura

132

THE SATURDAY EVENING POST

December 3, /927

f -([£0& for this label in ~|
\ the Raincoat you buy J

.... A real raincoat for Christmas! A new
kind of raincoat . . . smart, colorful and really
rainproof . . . Duro Gloss, of course.

There are styles for every member of the
family in permanent lustrous colors. Bewitch-
ing browns, gorgeous greens, rich reds, or
the more subdued shades of blue, gray and
black — each taking new beauty from the
appealing drape of the fabric itself.

Duro Gloss raincoats are priced within the
province of everyone. Yet whatever the price
or style, this fact remains — the high quality
of Duro Gloss Fabric never varies. It's always
durable — always rainproof.

Good stores everywhere are displaying Duro Gloss
raincoats. And even though you're seeking one lor a
Christmas gift, you may find it difficult to resist choos-
ing one for yourself. That 's how good-looking they are.

J. C. HAARTZ COMPANY, New Haven, Conn.

Duro Gloss

RAINCOATS AND SPORTS COATS

130

THE SATURDAY EVENING POST

December 3, 1927

A glimpse of Sai
Barbara's alluring
palmAined short

Pack Up and Come

inter in Southern California

is like Spring's Gladdest Days Back East

IT'S all so wonderful and new and thrill-
ingly strange to unaccustomed eyes —

— this marvelous Southern California
world of yours u'here winter is only a name!

Can you realize the joy of Christmas
among the fruit-laden orange trees, or in the
home gardens holiday-hued with poinsettias?
At Altadena, there's a whole mile of gaily
lighted Christmas trees! Outdoor grown roses
are in such profusion that Pasadena holds its
Tournament of Roses each New Year's Day!

What Southern California climate and
sunshine do to reinvigorate routine-worn
men and women; the way they instill new
living ideals and open wide the portals to
better health, can only be understood by ex-
periencing them.

Will you, too, come this winter to see and
believe in the wonders Naturehas so lavishly
bestowed on Southern California? Will you

allow yourself to be remade in health and
spirits? Will you enjoy its all-year-green
links and countless other recreations? And
permit yourself to be thrilled with vast
orange groves, awesome snow-bound peaks
and the sparkling blue Pacific that rolls
gently on the broad, beckoning beaches?

Come to Southern California for the
things that make life worth living. No
other investment could pay such dividends ;
no other spot in the wide world offers so
much — or such striking contrasts.

Thinkof the joy of watching the East-West
football game New Year's Day, then the
classical Los Angeles Open Golf Tourna-
ment, January 6-7-8, on ever green links.

Pack up — and come! Put cold, bleak days
behind you ! Set down your, trip to Southern
California this winter as the reward of a
lifetime's labor. You have earned it!

Mail the coupon on the next page.

outhern

Play got '/ all year on ever green links.
Girara Course — near Los Angeles

THE SATURDAY EVENING POST

129

VNot Cut Prices on Something Old
Ns. but Lower ^Prices on
^^^Something New!

barker 1>uo fold Set

Black or Colored Porcelain
Desk Base with Parker Duo-
fold Jr. or Lady Duojold
Desk Fountain Pen. Same
Base with Parker Black and
Colored Moire Pen

Gift Box
Included with
Every Set

Qastifiiimt
for Chmfnm^

Here are two values in Par-
"ker Fountain Pen Desk Sets
better than a price reduction.
Offered on ordinary makes, these prices
would not cause a ripple of excitement.
But given on the famous Parker Sets,
they instandy start the shopping-world
in motion.

For example — at $8.75 a Parker Set
complete with a genuine Parker Duofold
Jr. or Lady Duofold Pen — a price but
httle more than that of the pen alone.

Such values demolish all remaining
excuse for clinging to inkstands, ink-
wells, old style pens and pen holders.
Using such relics now — either in offices
or homes — tells the world you work in a
bygone way.

For legions of people are fast adopting
this light Non-Breakable Permanite
Desk Pen that holds its own ink. It gives
them a jewel- smooth point of gold — a
point that never corrodes.

Now it's ground to write with Pres-
sureless Touch — to start the instant you
touch it to paper. And, of course, writes
continuously without being dipped.
These sets are not only pronounced

the greatest convenience ever put on a
desk, but also objects of fine art.

At $8.75 and $9 graceful Bases of
colorful Porcelain, Antique Bronze, and
Oxidized Copper finish, combined with
Duofold Pens in lustrous jewel-like Jade,
Mandarin Yellow, Lacquer-red, and
Lapis Lazuli Blue — all with flashing
Black tapered ends. At $6.50 and $6.75
Parker Black Desk Pens with colored
Moire tapers, in these same Desk Bases.

All pens and Bases are interchange-
able, hence an almost unlimited selection
of alluring color effects.

Just one caution: don't be guided by
color alone. This standard of excellence
comes only in pens stamped "Geo. S.
Parker." Accept none without that im-
print. It's the first thing people look for
who receive Gifts of Pens or Sets.

Nearly every pen counter can supply
them if you call at once. Send direct if
your dealer hasn't ordered — or easier
still — let him send for you.

Thi! Parker Pen company, Janesvillp. Wis.
offices and subsidiaries:

:hicago ' cleveland
• san francisco

LONDON,

*ioo

'Bronze Finish Base, on Gold inlaid Walnut
frame— Two Over-size Duofold Pens— %-day
Clock— compartments for cigarettes, matches ,
pencils, clips— Masterpiece of Desk Sets.

barker Duofold De Luxe Desk Set,$100°2

arKer

Dmtwfdd Desk Sets